The Japanese cosmetics company, Shiseido addresses global markets by: using global standardization operating a brand portfolio segmenting global markets based on age, price, and skin type Outilizing the country of origin effect associated with Japanese quality 14

The Japanese cosmetics company, Shiseido addresses global markets by: using global standardization operating a brand portfolio segmenting global markets based on age, price, and skin type utilizing the country of origin effect associated with Japanese quality