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Natura: The magic behind Brazil's most admired company

Subject

Accounting, Strategy and Entrepreneurship

Publication Year

2002

Abstract

One of Brazil's most admired companies, Natura is confronting a difficult decision - How to maintain its track record of highly profitable growth. One option is to extend the company's high profile in the cosmetics and skin care market into new areas, such as nutritional supplements and health care products. Another alternative would be to broaden the company's business model from direct sales to embrace other sales channels. Internationalisation also offers opportunities for growth. Each option would go against the company's historical success formula and would entail significant risks. How must the company choose the path to the next round of its evolution.

Industry

Cosmetics

Publication Event Date

1998-1999

LBS Case Number

CS-02-019

Location

Brazil

Publication Organisation Size

$700 million in annual sales

Project Funder

NSF

Supervisor

GHOSAL, S, SULL, D

Available on ECCH

No


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