We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
DOUGLAS: la Strategia di Crescita di un Leader della Cosmesi.
- Authors
Bruzzese, Chiara; Stagno, Cristian
- Abstract
This study will analyze the process of acquisition of the Limoni and La Gardenia Beauty companies by the Douglas Spa perfumeries, implemented through a merger by incorporation; this will allow us to grasp the logic that characterizes an "extraordinary" management operation that presents various complexities. In particular, after a brief presentation of the history of the three companies involved, in order to highlight their evolutionary path, as well as the founding values and objectives identified and achieved over the years, we focused on the reasons that led to this operation, trying to contextualize it by providing an analysis of the reference market. We then underlined the critical issues, given mainly by risks of damage to competition, in the face of what is configured as a concentration. Finally, we outlined a picture of the years following the operation, to assess whether the objectives set by Douglas have been achieved, bearing in mind all the difficulties related to the pandemic with which companies must necessarily confront.
- Subjects
OPERATIONS management; CORPORATE history; GARDENIA; PERFUMES; MARKETING research
- Publication
Economia Aziendale Online, 2022, Vol 13, Issue 1, p41
- ISSN
2038-5498
- Publication type
Article
- DOI
10.13132/2038-5498/13.1.41-52