As they travel more, the Chinese consumers are making a rapidly-growing share of their luxury purchases outside the Mainland. There are several reasons that exhort Chinese luxury consumers to have their expenditures outside their home country, being economic, cultural and social. With so many...

The aim of this paper is to determine if the standardization strategies, widely implemented by the luxury companies in international markets, can successfully adopted in the Chinese Markets. In order to verify this statement, we analyse the luxury cosmetics industry in a market characterized by...