This teaching case describes the foundation and expansion of Contém 1g, a Brazilian company in the personal hygiene, perfumes and cosmetics sector. Founded in 1984 as a textile company, it took an entirely new direction in 1994 when its owner rerouted the business and started to produce perfumes. Contém 1g's business history is marked by the launching new products and by the implementation of a hybrid sales system, namely: direct sales and franchise. His decision to expand the business is the starting point for our discussion and the skills to be explored as it seeks to consolidate its position in the international market. Contém 1g's teaching case can be used both to depict academic subjects dealing with the role of innovation in entrepreneurship or business growth as well as a classroom device to start discussion on business organization development process.
entrepreneurship; innovation; cosmetics; international expansion
