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TATCHA: Marketing the Beauty Secrets of Japanese Geisha
Jones, Geoffrey G.; Tong, VeronicaCaso HBS-313149-EIniciativa emprendedoraCase considers the creation and early growth of California-based TATCHA, a Japanese-themed luxury beauty brand. It explores how Vicky Tsai developed the concept, assembled financial and management resources,and launched the first product of Japanese blotting paper in 2009 using a grassroots marketing campaign. Identifying a 200-year old book employed by Japanese geisha, Tsai started to diversify her product line into skin and other cosmetic produ...Desde 8,20 €