Produção Nacional
Internationalization strategies adopted by Natura in Latin America and Europe: An exploratory study with an emerging market company
2014; Academic Journals; Volume: 8; Issue: 14 Linguagem: Inglês
10.5897/ajbm2013.7258
ISSN1993-8233
AutoresBassi Sutter Mariana, Vasconcellos Eduardo, Fernandes Polo Edison,
Tópico(s)Global Trade and Competitiveness
ResumoThis study seeks to identify the main strategies adopted by an emerging market company in its internationalization process in Latin America and Europe. The company studied was Natura Cosmeticos. To this end, a survey was conducted on the theoretical framework that discusses the internationalization theory from the behavioral perspective, the motivations for organizations to go international and the internationalization strategies. An exploratory qualitative research was conducted based on the case study method. To collect the data, we conducted interviews with a company's executive and an intense documentary analysis, which allowed the identification of the main internationalization strategies adopted by Natura in Latin America and Europe. Key words: Internationalization, strategy, Natura, emerging market company.
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