... Cosmetics executives. This case was classroom-tested with graduate students in an International Marketing course in Autumn 2021 and Spring 2022. Case overview/synopsis Nafigate Corporation is a small Czech company with a global presence and a solid organizational philosophy to create a better world...

...Jayakrishnan S. Theoretical basis Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need to relook at the way they are marketing skin lightening and cosmetic products...