A natura e a internet
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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
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