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



Sun, 08 Jul @ 08:06 am

Long gone "empire" still in UK citizens' mind has led to this ruinous situation. "Brexit: May won't rule out specia… https://t.co/7vaeeU6aWa

via Hootsuite Inc.
Tue, 03 Jul @ 12:47 pm

So close to us! Mountain gorillas. "Bwindi National Park, Uganda" https://t.co/JT61n2304N

via Hootsuite Inc.
Fri, 29 Jun @ 01:13 pm

@Starhub sucks. Canceled my landline by mistake and don't have the courtesy to rectify it promptly. The agent was i… https://t.co/qmdr7eji4d

via Hootsuite Inc.
Wed, 27 Jun @ 09:57 am

How cool is this. The young stepping up and taking charge of their future! Way to go. Best of luck for November. "A… https://t.co/DI4jHJjt7t

via Hootsuite
Wed, 20 Jun @ 04:51 am

Wow! GE was perhaps the last surviving member of the founding 30 on the Dow Jones Index. "General Electric drops ou… https://t.co/yJXByxH4X5

via Hootsuite
Mon, 18 Jun @ 01:16 am

Feudal mentality of #GoI runs deep. One more example. "Centre accused of ‘illegally’ denying details on RTI Act" https://t.co/AOlH4GSQNw

via Hootsuite

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava