Natura Goes Shopping: The Case of an Emerging Market Multinational

Tipo
Artigos

Ano
13/06/2022

Linha de Pesquisa
Formação, Crescimento e Transformação de Sistemas de Negócio, Organizacionais e Sócio-Econômicos

Autor(es)
Clarice Secches Kogut, Paula Erthal Hermano Boldrini, Renato Cotta de Mello, Luiza Fonseca

Orientador

https://doi.org/10.1590/1982-7849rac2022210103.en


Caso deseje uma cópia integral da tese/dissertação, por favor envie um e-mail para biblioteca@coppead.ufrj.br.

Revista de Administração Contemporânea, v. 26, n. 6. Abstract: This teaching case explores a unique international trajectory of an emerging market multinational in the cosmetics, fragrances, and toiletries industry. Natura & Co presents two very different internationalization strategies in two distinct moments:  the first decisions seem to follow the gradual and incremental model described as the Uppsala model; later on, the company moves toward a more daring approach, explained by the springboard perspective, as it enters a series of large international acquisitions.  The case is originally designed for disciplines of international business and international strategy at the graduate level and explores the above-mentioned theories, internationalization motives, and entry modes.

Keywords: Teaching case, Internationalization strategy, EMNE, Uppsala model, Springboard perspective.

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