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



Fri, 07 Jun @ 08:38 pm

#BJP leaders clearly have nothing better to do but say moronic things. What about the #BJPMLA who slapped a woman… https://t.co/02sdidB8H9

via Twitter for Android
Sun, 02 Jun @ 08:12 pm

@realDonaldTrump is a congenital liar, as proven again. So what makes people vote for him? Plain stupidity? Or they… https://t.co/g5HZHPvmZU

via Twitter for Android
Sun, 02 Jun @ 08:08 pm

RT @wef: "We can do it and we will continue to do it." 🔎 Learn more about cleaning up the oceans: https://t.co/tAP38l20pp #india #environ

via Twitter for Android
Sat, 01 Jun @ 11:44 am

@CFLosLibertador is the pass open today?

via Twitter for Android
Sat, 01 Jun @ 11:28 am

Consigned to dung heap, yet unable to untie apron strings to Gandhi family. No desire or ability to rejuvenate. Ind… https://t.co/n8r12MPI63

via Twitter for Android
Sat, 01 Jun @ 03:03 am

This is a crime! A person who put his life on the line for our country is being detained as a foreigner. SHAME! SHA… https://t.co/icJd8t48fU

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava