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One Size Doesn't Fit All: Varying Factors of Success in Small-, Medium- and Large-sized Fragrance Manufacturers

Contact Author By Kevin McGann, Marcum LLP; with research and analysis by Shan Chen, Eva Yee Wong, Lani Shufelt and Adam Burke, Samuel Curtis Johnson Graduate School of Management, Cornell University
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In 2011, students at the Samuel Curtis Johnson Graduate School of Management at Cornell University, in conjunction with Marcum LLP, a public accounting and advisory services firm, conducted a survery of the fragrance industry in the United States. The Cornell student researchers conducted this survery independently; subsequent analysis is the product of their collaborate with Kevin McGann, a partner at Marcum LLP and its fragrance industry practice leader.

The three-part series resulting from this research will examine collected data by size of surveyed company (based on revenue) and respondents' rate of growth over five years, and will offer the author's conclusions based on answers to three industry-specific questions:

  • What drives growth?
  • What are the key competitive challenges?
  • Where are the growth opportunities?

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