2014 年 11 巻 1 号 p. 32-43
With the rapid growth of cosmetics industry in China since the end of the 20th century, cosmetic companies of other Asian countries have struggled their way into the Chinese market along withmultinational corporations of the world. Shiseido of Japan and AMOREPACIFIC of South Korea, two major Asian groups in this field, have branched out into selling their products in China and continued their operations on this competitive and yet promising market. This paper examines the international strategies of the two companies' activities on the continent in order to make clear the main features of and the distinctions between their strategies. In the process of analysis, a set of theories of international business administration is used, and is shown to be an effective and valid method of inquiry.