Internationalization strategies adopted by Natura in Latin America and Europe: An exploratory study with an emerging market company

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.

Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

“…Its international operation is mainly focused on Latin America (LA). In the European market, the company seeks to acquire knowledge to compete with larger opponents and strengthen its brand globally, while in Latin America, it seeks to develop new markets, that is, expand geographically (Sutter, Vasconcellos, & Polo, 2014).…”

“…Natura started its internationalization process in 1982 -exporting to Chile -and is currently located in five Latin American countries and France (Sutter, Vasconcellos & Polo, 2014). In its expansion both into Brazilian market and abroad, the company acknowledges the fact of being originated from Brazil.…”