Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura
This paper describes the internationalization process of the Brazilian company Natura Cosméticos S.A., whose competitive differential is the development of products based on the biodiversity of Brazilian flora. We specifically focus on the company's different choices of distribution channels i...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2010-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123021649004 |
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| _version_ | 1825207347561103360 |
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| author | Silvia Novaes Zilbe Carlos Henrique Mora Júnior Francisco Lourenço da Silva |
| author_facet | Silvia Novaes Zilbe Carlos Henrique Mora Júnior Francisco Lourenço da Silva |
| author_sort | Silvia Novaes Zilbe |
| collection | DOAJ |
| description | This paper describes the internationalization process of the Brazilian company Natura Cosméticos S.A., whose competitive differential is the development of products based
on the biodiversity of Brazilian flora. We specifically focus on the company's different choices of distribution channels in foreign markets. The study is exploratory, relying on content analysis of secondary data. The results indicate that the company's internationalization process has followed the model of the Uppsala school (learning) and that the company has maintained the same distribution strategy (direct sales) in markets with similar cultures (Latin America), but for the European market (Paris) it preferred to establish a physical store because of the cultural differences of that market. The change of the distribution channel model in the European market led the company to develop new organizational competencies. |
| format | Article |
| id | doaj-art-7bcb79e5042343ac84d9c09f459178ae |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2010-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-7bcb79e5042343ac84d9c09f459178ae2025-02-06T23:39:29ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2010-01-01736486Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company NaturaSilvia Novaes ZilbeCarlos Henrique Mora JúniorFrancisco Lourenço da SilvaThis paper describes the internationalization process of the Brazilian company Natura Cosméticos S.A., whose competitive differential is the development of products based on the biodiversity of Brazilian flora. We specifically focus on the company's different choices of distribution channels in foreign markets. The study is exploratory, relying on content analysis of secondary data. The results indicate that the company's internationalization process has followed the model of the Uppsala school (learning) and that the company has maintained the same distribution strategy (direct sales) in markets with similar cultures (Latin America), but for the European market (Paris) it preferred to establish a physical store because of the cultural differences of that market. The change of the distribution channel model in the European market led the company to develop new organizational competencies.http://www.redalyc.org/articulo.oa?id=123021649004internationalizationdistribution channelsbiodiversity |
| spellingShingle | Silvia Novaes Zilbe Carlos Henrique Mora Júnior Francisco Lourenço da Silva Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura BBR: Brazilian Business Review internationalization distribution channels biodiversity |
| title | Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura |
| title_full | Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura |
| title_fullStr | Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura |
| title_full_unstemmed | Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura |
| title_short | Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura |
| title_sort | internationalization strategy and foreign distribution channels analysis of the brazilian cosmetics company natura |
| topic | internationalization distribution channels biodiversity |
| url | http://www.redalyc.org/articulo.oa?id=123021649004 |
| work_keys_str_mv | AT silvianovaeszilbe internationalizationstrategyandforeigndistributionchannelsanalysisofthebraziliancosmeticscompanynatura AT carloshenriquemorajunior internationalizationstrategyandforeigndistributionchannelsanalysisofthebraziliancosmeticscompanynatura AT franciscolourencodasilva internationalizationstrategyandforeigndistributionchannelsanalysisofthebraziliancosmeticscompanynatura |