ABSTRACT
This chapter emphasizes the deliberate actions and devices adopted by companies in order to favour the Corporate Entrepreneurship process. The case per se is preceded by an overview of some key conceptual constructs related to Corporate Entrepreneurship as a firm-level orientation. Most quantitative studies in the field of Corporate Entrepreneurship use the Covin and Slevin Scale to measure the "entrepreneurial orientation" of firms under scrutiny. L'Oréal operates in the cosmetics industry; its environment is globalised, dynamic and complex. The chapter focuses on to the types of configurations identified by Miller, the one that seems to apply best to L'Oréal today is the "organic" configuration. The culture of L'Oréal is very much centred on the behaviour of individuals and their ability to undertake projects and bring them to fruition. L'Oréal has increased new product launches, which have often found success in markets due to their perceived quality in comparison to competitor products.
