Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Natura: Expanding Beyond Latin America

Natura: Expanding Beyond Latin America

 

 

The case focuses on the internationalization of Natura, a Brazilian cosmetics company. It describes the firm’s history and its steps in internationalization across Latin America. It focuses on the question of where next, as the firm’s horizons stretch beyond Latin America, following its IPO.


Teaching Objectives

The case affords an opportunity to understand the internationalization steps of a firm, from initial steps in to geographic and culturally proximate markets to more physically and culturally distant markets. It helps students understand that internationalization to succeed needs to be strategic and the key to choosing new markets is to ask the question whether the firm’s competitive advantage in its current markets affords it an advantage in the new markets it chooses to enter.

The case also allows for a discussion of the importance of adequate resources, financial and managerial, to manage internationalization, including a discussion of how to organize itself, to be able to manage effectively, as it moves in to more and more diverse markets. The support materials include a presentation deck for the instructor to summarize the key learning points.

The case has been successfully used in MBA, EMBA, and Executive programs focusing on international business strategy and international marketing strategy.



Download PDF


 

  Jun 1, 2002 | Cases




Download PDF



SHARE


 


Recent Tweets



Thu, 01 Dec @ 07:54 am

@MaryLTrump More disrespect would be even better. He should be locked up. Nothing but a fraud.

via Twitter for Android
Thu, 01 Dec @ 07:53 am

RT @MaryLTrump: The disrespect being shown to Donald by Georgia Republicans is beyond the pale. Let the man campaign for the other most inc…

via Twitter for Android
Fri, 25 Nov @ 06:17 pm

Couldn't resist a walk in the forest this afternoon. It was perfect. Cold, but not too cold, and the forest bathed… https://t.co/99pT2hSt7M

via Instagram
Thu, 24 Nov @ 09:51 pm

No problem. It's his story. Make it up & public who wants to hear of glory will lap it up. Will keep BJP in power l… https://t.co/2oRFKG6EDc

via Twitter for Android
Wed, 23 Nov @ 05:24 pm

Goldman says growth 5.9%, Niti Aayog 7%. #GautamAdani: India $30tr economy by 2050. #MukeshAmbani says $40tr! Is th… https://t.co/jKEzwdwyxq

via Twitter for Android
Sat, 19 Nov @ 04:08 pm

1$tr/yr! Math doesn't add up when we look @ GDP growth. Require growing at 2X current rate. Likely hot air from a… https://t.co/kRCxvjfRSV

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava