Teaology: Innovative Skin Care Infuses Canadian Market

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CASE STUDY. This case presents the initial difficulties encountered by Teaology, an Italian skincare products manufacturer seeking to penetrate the Canadian market.

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Teaology: Innovative Skin Care Infuses Canadian Market: Abstract

This case presents the initial difficulties encountered by Teaology, an Italian skincare products manufacturer seeking to penetrate the Canadian market. Well known in Europe, Asia, and the Middle East, the brand was unknown in Canada. Aware of their lack of experience in this market and that North American culture differed greatly from Europe’s, the owners launched a joint venture with a Montréal-based partner.

Teaching objectives

  • Understand prospecting: the first step in the sales process
  • Use critical and creative thinking to develop an effective prospecting strategy for an emerging company aiming to carve out a niche for itself in Canada’s retail sector in a B2B context
  • Evaluate the impact of various prospecting methods and strategies on the development of a company that is little known in the market it wishes to penetrate

Main themes covered

  • Prospecting
  • Selling in a B2B context
  • Business and market development

Concepts and theories related to the case

  • Prospecting
  • Selling in a B2B context
  • Business and market development

Additional information

Also available in French.

Teachers notes are available for teachers only. Please contact HEC Montreal Case Center.

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