A natura e a internet



Main Article Content

Teresa Cristina Janes Carneiro

Abstract

The objective of this case is to analyze the need of change that several companies are facing because of the extraordinary growth of the Internet as a true direct sales channel. This case describes the dilemma of Natura, a beauty product direct sales company, before the growth of the Internet. It analyzes whether it is worthwhile to keep a costly channel formed by hundreds of thousands of sales representatives, while nowadays manufacturers and consumers might connect themselves without intermediate. It also researches alternative ways to avoid the disruption of a traditional winner sales structure. This case also discusses if the Internet is a good option for Natura to achieve growth and a better strategic positioning, while the foreign competition is increasing in the Brazilian market.

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Article Details

How to Cite
Carneiro, T. C. J. (1). A natura e a internet. Journal of Contemporary Administration, 7(4), 211-227. https://doi.org/10.1590/S1415-65552003000400011
Section
Cases for Teaching in Administration
Author Biography

Teresa Cristina Janes Carneiro, Universidade Federal do Rio de Janeiro

Mestre e Doutoranda em Administração na Universidade Federal do Rio de Janeiro. Professora de Pós-Graduação das Faculdades Integradas Espírito-Santenses, do Curso de Graduação em Administração da Faculdade Estácio de Sá de Vitória e dos Cursos de Graduação em Engenharia de Produção e em Engenharia de Petróleo do Centro Universitário Vila Velha. Suas áreas de interesse em pesquisa são sistemas de informação, estratégia e operações.