Natura Goes Shopping: The Case of an Emerging Market Multinational

Natura Vai às Compras: O Caso de uma Multinacional de Mercado Emergente

ABSTRACT

This teaching case explores a unique international trajectory of an emerging market multinational in the cosmetics, fragrances, and toiletries industry. Natura &Co presents two very different internationalization strategies in two distinct moments: the first decisions seem to follow the gradual and incremental model described as the Uppsala model; later on, the company moves toward a more daring approach, explained by the springboard perspective, as it enters a series of large international acquisitions. The case is originally designed for disciplines of international business and international strategy at the graduate level and explores the above-mentioned theories, internationalization motives, and entry modes.

Keywords:
teaching case; internationalization strategy; EMNE; Uppsala model; springboard perspective