Abstract
This is the first of a two case series (IMD-5-0612 and IMD-5-0613). Over several years, market share, sales and profitability at L’Oréal Thailand had all been under sustained pressure and targets had been missed again and again. Participants are put in the position of the new managing director and are asked to decide on a whole range of top management issues to restore the company’s profitability and its competitive position. A video (IMD-5-0612-V) is available to accompany this case series.
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