Natura Goes Shopping: The Case of an Emerging Market Multinational

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Published: Jan 13, 2022
DOI: https://doi.org/10.1590/1982-7849rac2022210103.en
Keywords:
teaching case, internationalization strategy, EMNE, Uppsala model, springboard perspective

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Clarice Secches Kogut
Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil
https://orcid.org/0000-0002-4760-654X orcid
Paula Erthal Hermano Boldrini
Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil.
https://orcid.org/0000-0002-0731-2336 orcid
Renato Cotta de Mello
Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil.
http://orcid.org/0000-0003-2345-1202 orcid
Luiza Fonseca
Pontifícia Universidade Católica do Rio de Janeiro, IAG Escola de Negócios, Rio de Janeiro, RJ, Brazil
https://orcid.org/0000-0002-7370-8910 orcid

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.



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How to Cite
Kogut, C. S., Boldrini, P. E. H., Mello, R. C. de, & Fonseca, L. (2022). Natura Goes Shopping: The Case of an Emerging Market Multinational. Journal of Contemporary Administration, 26(6), e210103. https://doi.org/10.1590/1982-7849rac2022210103.en
Issue
Vol. 26 No. 6 (2022): Nov/Dec - 2022
Section
Cases for Teaching

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References

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