... first present the group Beiersdorf. Then, we will focus on its internationalisation process. And finally, we will compare its international strategy with the one of L'Oreal, one of Beiersdorf's main competitors. I. BEIERSDORF - COMPANY OVERVIEW 1) HISTORY The company was established in Hamburg in 1882, when the pharmacist Paul C. Beiersdorf took out a patent, which described a new method for manufacturing medical adhesive dressings containing medicinal substances. In 1890 the pharmacist Dr. Oscar Troplowitz acquired the laboratory from Paul Beiersdorf and recognised the long-term potential of products that make an effective contribution to solving everyday problems. Troplowitz brought out a large range of products, such as pomades mouthwashes shaving soaps, adhesives tapes, paraplats, lipsticks. However the most far-reaching changes came in 1911, when he initiated development of a long-lasting cream, which in December of that year came onto the market. It was a well-balanced completely new cream. It was ...

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