Case study-2

Jason Ryan, PhD

CSUSB

Guidelines:

Please make certain that your case study analysis is no longer than 600 words. When you write a case study, it is important not summarize the case. Please resist this temptation. I would like you to follow the following outline for your case studies: 1) Please identify the central issue(s) or problem(s) in the case study; 2) Please explain what the source of the central issue(s) or problem(s) is. Why is the situation the way it is? 3) Please explain what the implications and/or ramifications of the situation are; 4) Please make a recommendation or endorsement. (It is essential that your recommendation be supported by your analysis in step #3)

Lawson Cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it? ROWINA GUPTA was amused to see almost every guest at the black-tie gala sporting the same futuristic sunglasses. It was past 10 PM in Los Angeles, and the party to celebrate the release of the summer's most anticipated movie, The Grid Revisited, was heating up. Earlier that evening, a select audience had watched the long-awaited sequel to the 1998 blockbuster The Grid, and the scene-stealers had once again proved to be the lead pair's eyewear. In fact, there had been a near stampede when the invitees realized that each of the goody bags of TGR memorabilia contained a pair of the new shades, designed by the legendary Tom Strider. Gupta, the executive vice president and global marketing officer of one of the world's best-known cosmetics companies, $1.1 billion Lawson Cosmetics, rarely found the time to attend such events. When she wasn't visiting one of the 75-odd countries where the company marketed lipstick and nail polish, she liked to spend time with her husband and 12-year-old daughter. But her friends at Supreme Studios, which had produced the blockbuster, had insisted that she should attend, along with Lawson's chairman and CEO, Ed Johnson -- and Tasha knew why. Just as she had given up hope of spotting her boss in the melee, she heard his deep baritone behind her. "There you are. I knew I'd eventually find you," Johnson called out. As she turned to greet him, Gupta was surprised to see Johnson triumphantly brandishing a pair of Strider shades. Noticing her expression, he chuckled. "My son, who's studying Spanish in Peru this summer, wanted them. You gotta hand it to this guy Strider, eh? He's got a global cult following for his product, thanks to some sci-fi movie," Johnson said as he looked around the crowded ballroom.