| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1015384 | European Management Journal | 2006 | 11 Pages |
Abstract
This paper analyzes the regional characteristics and strategies of multinational enterprises (MNEs) in the world cosmetics and toiletries industry, based on the new work by Rugman on regional strategy. We test the proposition that MNEs may asymmetrically develop their upstream and downstream firm specific advantages (FSAs). We find that the downstream activities of the MNEs in cosmetics are home region based but that upstream activities are more so. Further, the asymmetry of FSAs in the world cosmetics industry is mainly due to the atypical Asian entry strategies of North American and West European cosmetics MNEs. Two case studies confirm how variations in FSAs can affect regional strategy.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Chang Hoon Oh, Alan M. Rugman,