How American fragrance brands can effectively address multi-cultural differences

List of publications
Visual Description
Visual Description

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

PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

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

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: