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Case Study

Turning around Avon: The rebirth of an iconic global brand (A)

By Dominique Turpin and Lisa Simone Duke

17 pages

April 2020

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Reference: IMD-7-2165

The (A) case describes the difficult situation Avon faced back in 2018 when a new CEO arrived

Learning Objective

Turnaround strategy
Rebuilding a declining brand

Keywords

Marketing, Global Branding, Turnaround Strategy

Settings

World/global, United Kingdom
Avon, Consumer Goods, Cosmetics and Perfumes
2018-2020

Type

Field Research

Available Languages

English

Related material

Video

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This case study is part of a series

Turning around Avon: The rebirth of an iconic global brand (A)
Turning around Avon: The rebirth of an iconic global brand (B)

This case study is part of a series

Turning around Avon: The rebirth of an iconic global brand (A)
Turning around Avon: The rebirth of an iconic global brand (B)

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