Beleza natural: growing in the bottom of the pyramid



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Maribel Carvalho Suarez
Letícia Moreira Casotti
Victor Manoel Cunha de Almeida

Abstract

Beleza Natural is a chain of beauty salons with six branches located in Rio de Janeiro and Espírito Santo States. The company, which has been operating for 14 years, specializes in the treatment of curly hair and provides services for close to 30,000 clients every month. Increasing demand has stimulated the growth of the enterprise, however the company's partners question the business model to be followed in the coming years: to let the company grow organically or to allow franchising.

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How to Cite
Suarez, M. C., Casotti, L. M., & Almeida, V. M. C. de. (1). Beleza natural: growing in the bottom of the pyramid. Journal of Contemporary Administration, 12(2), 555-574. https://doi.org/10.1590/S1415-65552008000200012
Section
Cases for Teaching in Administration