How American fragrance brands can effectively address multi-cultural differences

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Author(s): Frédéric Miedzinski, Alan Appelbaum
Collection: Fragrance Research 2005
Keywords: Web Panel, Culture

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New perfume launches from leading American brands are often disappointing abroad, especially in France in comparison to their success in the United States.

Leading American brands in other industries experience the same difficulty. Increasing cultural differences between American values and Latin conservative values, as embodied by France, help to explain this disparity.

This paper offers a way for leading American brands to tackle the French market without having to disenfranchise or rebel against American cultural values, using the fragrance industry as an example.




Date of publication: 15.05.2005
ISBN: 92 831 1378 0
Order Code: S298-13
Number of pages: 22

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