A natura e a internet

Teresa Cristina Janes Carneiro

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2003, vol. 7, issue 4, 211-227

Abstract: The objective of this case is to analyze the need of change that several companies are facing because of the extraordinary growth of the Internet as a true direct sales channel. This case describes the dilemma of Natura, a beauty product direct sales company, before the growth of the Internet. It analyzes whether it is worthwhile to keep a costly channel formed by hundreds of thousands of sales representatives, while nowadays manufacturers and consumers might connect themselves without intermediate. It also researches alternative ways to avoid the disruption of a traditional winner sales structure. This case also discusses if the Internet is a good option for Natura to achieve growth and a better strategic positioning, while the foreign competition is increasing in the Brazilian market.

Date: 2003
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