... 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...

... and resources to the launch and relaunch of Cosmobio, some common issues still persisted. These issues regarded: the frequent lack of product availability in her online and physical stores due to cash flow shortages that made it difficult to re-order quickly when cosmetics went out of stock. This aspect...

...Anne Coughlan; Erica Goldman Mary Kay is one of the best-known direct sellers of women's cosmetics in the world. Its channel strategy is to use independent beauty consultants, who are independent distributors, to sell directly to consumers. Its compensation plan is multilevel, providing commissions...