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Get an insider’s perspective into how this 110-year old world leader in beauty built on its legacy to transform itself into a digital and tech powerhouse
Digital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse examines L’Oréal’s successful people-driven digital transformation. Professors and authors Beatrice Collin and Marie Taillard set out exactly how L’Oréal turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners.
Digital Makeover comprehensively describes L’Oréal’s strategy, including:
Digital Makeover is perfect for anyone interested in business strategy, marketing, or digital transformation, as well as businesspeople and leaders from inside and outside the beauty industry and belongs on the shelves of anyone with an interest in organizational transformation, management, leadership, and digital strategies.
BÉATRICE COLLIN is Professor of Strategy and International Management at ESCP Business School. Her research focuses on digital innovation and transformation, and she is recognized as a leading global expert on L'Oréal.
MARIE TAILLARD is Professor of Marketing at ESCP Business School. She has over thirty years of experience supporting small and large companies worldwide and teaches across continents in graduate and executive learning programs. Her research focuses on digital transformation and customer centricity.
Foreword
Introduction
Parts I Four Foundational Pillars
Chapter 1 Orchestrate Creativity
Chapter 2 Cultivate Healthy Doubt
Chapter 3 Learn and Innovate with Rigor
Part II A Human-Centered Transformation
Chapter 5 Centering Customers
Chapter 6 Becoming Social
Chapter 7 Transforming Relationships with Partners
Chapter 8 Putting People First
Conclusion
Acknowledgments
About the Authors
Appendix 1 L’Oréal’s History: A Timeline of Significant Dates
Appendix 2 Timeline of L’Oréal’s Acquisitions and Strategies
Appendix 3 L’Oréal’s Portfolio of Brands
Appendix 4 Global Beauty Industry Data
Notes
References
Index
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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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