The document discusses a case analysis for Espoir Cosmetics Company on whether to develop a global branding initiative or continue with their domestic marketing approach. The company was offered a sponsorship for an upcoming movie being released worldwide. While the North America and South Asia marketing heads supported the global initiative, the Europe head was hesitant as it may not work in their market. The case highlights issues around changing consumer trends, different tastes in markets, competition, leadership, positioning, culture, globalization, and the recession in the US.