Natura: Challenges for a Perfumed Internationalization
Informações
Código: EnEPQ181
Divisão: EnEPQ - V Encontro de Ensino e Pesquisa em Administração e Contabilidade
Tema de Interesse: Tema 10 - Casos para Ensino em Administração e Contabilidade
Autores
Felipe Esteves (Mestrado e Doutorado em Administração de Empresas/IAG-A Escola de Negócios da PUC-Rio/Pontifícia Universidade Católica do Rio de Janeiro - IAG/PUC-Rio) - esteves.lipe@gmail.com
Bettysa Dornnelas (Mestrado e Doutorado em Administração de Empresas/IAG-A Escola de Negócios da PUC-Rio/Pontifícia Universidade Católica do Rio de Janeiro - IAG/PUC-Rio) - bettysadornnelas@yahoo.com.br
Jorge Carneiro (Mestrado e Doutorado em Administração de Empresas/IAG-A Escola de Negócios da PUC-Rio/Pontifícia Universidade Católica do Rio de Janeiro - IAG/PUC-Rio) - jorgemtc@iag.puc-rio.br
Resumo
Natura has paved a successful path and developed a distinctive competitive positioning in the cosmetic, fragrance and toiletry industry in Brazil. Based on a direct sales model, the company has also expanded to Latin American countries. Its core values of environment responsibility and social accountability, coupled with the Amazon origin of the ingredients of its products, have helped the company build strong relations with its partners and produce sound economic returns to its shareholders. Now Natura wants to replicate the same success in Europe. After opening a flagship store in Paris, the company was disappointed at the unexpected small sales level. A new drive for the company?s growth in Europe can now come from the recent acquisition of a majority stake in Australian firm Aesop, also specialized in beauty products. Still, Natura needs to decide about the best ways to successfully challenge well-entrenched incumbents in Europe. Which entry modes and sales models should it employ to achieve success? Which should be the first countries? How can Natura leverage Aesop?s knowledge, brand recognition and distribution network in its favor? Which market positioning should Natura choose in order to build a strong position in Europe?
Abrir PDF