Abstract
This study seeks to identify the main strategies adopted by an emerging market company in its internationalization process in Latin America and Europe. The company studied was Natura Cosmeticos. To this end, a survey was conducted on the theoretical framework that discusses the internationalization theory from the behavioral perspective, the motivations for organizations to go international and the internationalization strategies. An exploratory qualitative research was conducted based on the case study method. To collect the data, we conducted interviews with a company’s executive and an intense documentary analysis, which allowed the identification of the main internationalization strategies adopted by Natura in Latin America and Europe. Key words: Internationalization, strategy, Natura, emerging market company.
Highlights
The global market competition has intensified in all segments over the past decades
The primary objective is to verify the interna-tionalization strategies used by the company to enter Latin America and Europe, both considering the entry strategy and the other strategies adopted over time
The study contributes by pointing out the main forms of internationalization adopted by Natura in the international expansion process, which can be used as guidelines for organizations experiencing this process or that intend to start it
Summary
The global market competition has intensified in all segments over the past decades. The evolution of the economy around the globe began to demand a differentiated positioning from the organizations (Oliveira et al, 2010), which started to develop international strategies to continue thriving. The primary objective is to verify the interna-tionalization strategies used by the company to enter Latin America and Europe, both considering the entry strategy and the other strategies adopted over time To this end, we decided to conduct an exploratory qualitative research, based on the method of the study. The study contributes by pointing out the main forms of internationalization adopted by Natura in the international expansion process, which can be used as guidelines for organizations experiencing this process or that intend to start it. In addition to this introductory chapter, the study is divided into five chapters. The final part of the study makes a comparison between the literature review and the research findings and presents the limitations of the study and recommendations for future research
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