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Similarities and Differences in Mergers and Acquisition Strategies of International FMCG Companies in the Russian and Italian Beauty Care Markets by the Example of Henkel and Unilever

Student: Daniil Gaigerov

Supervisor: Nadezhda Zinkovich

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2019

Nowadays M&A activity of international beauty care FMCG companies is on the rise, while Russian and Italian beauty care markets are facing changes, making businesses create new approaches towards M&A strategies in order to adapt the evolving environmental changes. Firstly, theoretical chapter is devoted to analysis of previous research papers on the topic. The second chapter focuses on analysis of Russian and Italian beauty care markets from the M&A perspective and overview of case studies in these markets by the example of Henkel and Unilever aimed at finding the most balanced and profitable M&A strategy in each of the markets via specifying the similarities and differences of these strategies. Finally, the third chapter represents comparative analysis of previous researchers versus the practical results of case studies, providing recommendations for international beauty care FMCG companies for creating M&A strategies in Russia and Italy, specifying the research gap in methodology.

Full text (added May 13, 2019)

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