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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Autores principales:	Silvia Novaes Zilbe, Carlos Henrique Mora Júnior, Francisco Lourenço da Silva
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2010
Materias:	internationalization distribution channels biodiversity Business HF5001-6182
Acceso en línea:	https://doaj.org/article/7bcb79e5042343ac84d9c09f459178ae
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spelling	oai:doaj.org-article:7bcb79e5042343ac84d9c09f459178ae2021-11-11T15:48:04ZInternationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura1807-734Xhttps://doaj.org/article/7bcb79e5042343ac84d9c09f459178ae2010-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123021649004https://doaj.org/toc/1807-734XThis 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.Silvia Novaes ZilbeCarlos Henrique Mora JúniorFrancisco Lourenço da SilvaFUCAPE Business Schoolarticleinternationalizationdistribution channelsbiodiversityBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 7, Iss 3, Pp 64-86 (2010)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	internationalization distribution channels biodiversity Business HF5001-6182
spellingShingle	internationalization distribution channels biodiversity Business HF5001-6182 Silvia Novaes Zilbe Carlos Henrique Mora Júnior Francisco Lourenço da Silva Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura
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
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
title	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_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_sort	internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company natura
publisher	FUCAPE Business School
publishDate	2010
url	https://doaj.org/article/7bcb79e5042343ac84d9c09f459178ae
work_keys_str_mv	AT silvianovaeszilbe internationalizationstrategyandforeigndistributionchannelsanalysisofthebraziliancosmeticscompanynatura AT carloshenriquemorajunior internationalizationstrategyandforeigndistributionchannelsanalysisofthebraziliancosmeticscompanynatura AT franciscolourencodasilva internationalizationstrategyandforeigndistributionchannelsanalysisofthebraziliancosmeticscompanynatura
_version_	1718433966707441664

Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura

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