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Case Study

Eris (A): Building a cosmetics brand in Poland

By Thomas W. Malnight and Anna Moncef

16 pages

December 2007

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Reference: IMD-3-1873

Irena Eris and Henryk Orfinger established their cosmetics company in 1983 in Poland, then still a communist country. Just 19 years later, in 2002, their business had grown from one employee and one product to 218 employees and 300 products. However it was still a small company in a highly competitive market, exposed to multinationals attacking from above and Polish low-cost producers from below. As the founders prepared for the 20th anniversary celebration the following year, they wondered what the future held in store for them. How could they ensure continued growth and success in the years to come?

Learning Objective

Learn how local companies can formulate effective strategies to compete with multinationals; how they can create a premium brand not only competing with price; how to build a unique culture that values job satisfaction, innovation, motivates employees and allows them to balance private and professional life?

Keywords

Strategy, Brand Development, Branding, Culture, Entrepreneurship, Growth, Organization, Post-communism, Private Company, Family Business, General Management

Settings

Poland
1983-2002

Type

Field Research

Available Languages

English

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This case study is part of a series

Eris (A): Building a cosmetics brand in Poland
Eris (B): Rebranding and preparing the ground for expansion

This case study is part of a series

Eris (A): Building a cosmetics brand in Poland
Eris (B): Rebranding and preparing the ground for expansion

Eris (A): Building a cosmetics brand in Poland

By Thomas W. Malnight and Anna Moncef
Case reference: IMD-3-1873 ©2007

Summary

Irena Eris and Henryk Orfinger established their cosmetics company in 1983 in Poland, then still a communist country. Just 19 years later, in 2002,...

Reference IMD-3-1873

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Strategy

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Eris (B): Rebranding and preparing the ground for expansion

By Thomas W. Malnight and Anna Moncef
Case reference: IMD-3-1874 ©2007

Summary

The B-case describes how Eris arrived at a new strategy, focused on raising their brand to a premium level and creating a new brand for the mass ma...

Reference IMD-3-1874

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

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