L'Oreal's Global Branding Strategy |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background Note
Sensing a threat from France's left-wing politicians who were advocating state control of the nation's top companies, Dalle decided to internationalize L'Oreal's ownership structure. In 1973, Dalle persuaded Liliane Bettencourt, Schueller's daughter and L'Oreal's main shareholder, to dilute her majority stake. Under a complex deal, Swiss food-products giant Nestle took a 49% stake in a holding company--with Bettencourt owning the remaining 51%.
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