The lipstick effect: turning around XT Beauty

What is it about?

This case study recounts the recent history of the XT Beauty company, a chain of professional beauty products, headquartered in Moscow, with stores in St. Petersburg and several other cities in Russia. The company used to be successful until the onset of the economic crisis at the end of 2014, during which purchasing power plummeted.The case provides an introduction to the Russian business environment and culture, how to formulate the right business strategy, how to engage employees, how to align interests with its suppliers and operate a supply chain in a particular geographic context.

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