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  • Mary Kay Cosmetics Asian Market Entry

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    “Sorry, but I’m not sure that the Tepper School of Business has got it right for the 21st century,” I wrote to the editor in chief of the Business Week magazine. “The school doesn’t represent a significant evolution; it’s stuck in the dark ages of the 19th century. It’s time for a rebranding, if you can call it that.” I had no idea at the time that rebranding could be so tricky, time-consuming, and expensive. I had to go through months of

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    “When we first arrived at our school, we were immediately impressed by the high standards of excellence that characterized the institution. The Tepper School of Business, for instance, has been one of the nation’s leading business schools for almost a century. It was clear from the very first meeting that we would be working on a case study that would demonstrate our school’s commitment to being an industry-leading institution, in this case by leveraging cutting-edge technology and digital innovation. This case study would demonstrate that we, the Tepper School of Business,