Abstract
In 2008, a worldwide turnover of approx. 280 billion USDs was realised in the market for personal care products. The market has posted an excellent performance in the past through growth rates of over 4 %. Due to the world economic crisis, however, these high growth rates were no longer able to be achieved; although they still turned out favourably in 2009. Focusing on the per-capita expenditure for cosmetics and personal care products, France, Japan, Spain, Great Britain, Germany, and Italy are among the most important mar kets. The markets in Brazil, Russia, Argentina, China, and India are still proving to be important future markets with considerable growth rates (Briney 2007; Suggitt 2007; Kline 2009).
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Geigenmüller, A., Enke, M. (2011). International Brand Management: The Example of Nivea in Russia. In: Zentes, J., Swoboda, B., Morschett, D. (eds) Fallstudien zum Internationalen Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-6793-0_29
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