Natura Goes Shopping: The Case of an Emerging Market Multinational

Clarice Secches Kogut, Paula Erthal Hermano Boldrini, Renato Cotta de Mello and Luiza Fonseca

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2022, vol. 26, issue 6, e210103

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.

Date: 2022
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