International Market-Entry Strategies for the Luxury Cosmetic Industry: The Case of Kozhya in Colombia = Estrategias internacionales de entrada al mercado para la industria cosmética de lujo: el caso de Kozhya en Colombia

Drawing on a wide range of academic literature and one company case study (Kozhya), the purpose of this research is to bring the attention of the German cosmetic luxury companies into the Colombian market. This study builds on an extensive review of academic literature, primary empirical research, and secondary research through the consultation of official and updated sources. The outcomes present the market entry strategies to penetrate the Colombian cosmetic luxury market in the current context, answering to the contemporary problematics of the economic and cultural market entry barriers. Based on potential customers and experts’ interviews, these strategies are formulated from the customer’s point of view. This study extends luxury cosmetic studies to define an under-investigated potential market in Colombia, in the frame of the luxury cosmetic/anti-aging company, and the components that makeup Kozhya’s business model. By adopting a critical perspective of the existing secondary data and the empirical collected information, this investigation offers an original contribution to the field of international business, market entry barriers and market entry strategies, and introduces avenues for generalization and future research