Beleza natural: growing in the bottom of the pyramid

Maribel Carvalho Suarez, Letícia Moreira Casotti and Victor Manoel Cunha de Almeida

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2008, vol. 12, issue 2, 555-574

Abstract: Beleza Natural is a chain of beauty salons with six branches located in Rio de Janeiro and Espírito Santo States. The company, which has been operating for 14 years, specializes in the treatment of curly hair and provides services for close to 30,000 clients every month. Increasing demand has stimulated the growth of the enterprise, however the company's partners question the business model to be followed in the coming years: to let the company grow organically or to allow franchising.

Date: 2008
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