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Case
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Reference no. IB92
Published by: Stanford Business School
Originally published in: 2010
Version: 20 January 2010

Abstract

This case describes the development and international expansion of Natura, a Brazilian cosmetics company. The company was founded in 1969, and developed products using environmentally sustainable practices, and that were distributed using a direct sales model. The company was highly successful in the Brazil, despite the challenging Brazilian economy. Natura had successfully entered the Mexican and French markets. In 2008, it considered entering the US market. The case describes the company''s growth, its principles of environmental and social responsibility, its culture and organization, and its international expansion to 2008. It describes the US market, and the challenges and opportunities that Natura would face if it tried to expand into the US.

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Abstract

This case describes the development and international expansion of Natura, a Brazilian cosmetics company. The company was founded in 1969, and developed products using environmentally sustainable practices, and that were distributed using a direct sales model. The company was highly successful in the Brazil, despite the challenging Brazilian economy. Natura had successfully entered the Mexican and French markets. In 2008, it considered entering the US market. The case describes the company''s growth, its principles of environmental and social responsibility, its culture and organization, and its international expansion to 2008. It describes the US market, and the challenges and opportunities that Natura would face if it tried to expand into the US.

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