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Chapter 13: The Strategy of International Business
Read the case on Avon products.
Discuss what strategy Avon was pursuing until the mid-2000s. What were the advantages of this strategy? What were the disadvantages?
Discuss what changes Andrea Jung made in Avon’s strategy after 2005. What were the benefits of these changes? Can you see any drawbacks?
In terms of the frame work introduced in this chapter, what strategy was Avon pursuing by the late 2000s?
Do you think that Avon’s problems in 2010 and 2011 were a result of the changes in its strategy or were there other reasons for this?
Write three pages on what factors need to be considered entering an international market, both in terms of financial strategy and a cultural strategy.

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