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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Main Authors:	Silvia Novaes Zilbe, Carlos Henrique Mora Júnior, Francisco Lourenço da Silva
Format:	Article
Language:	English
Published:	FUCAPE Business School 2010-01-01
Series:	BBR: Brazilian Business Review
Online Access:	http://www.redalyc.org/articulo.oa?id=123021649004

id	doaj-art-7bcb79e5042343ac84d9c09f459178ae
recordtype	oai_dc
spelling	doaj-art-7bcb79e5042343ac84d9c09f459178ae2018-09-13T13:33:19ZengFUCAPE Business SchoolBBR: Brazilian Business Review1808-23861807-734X2010-01-01736486Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company NaturaSilvia Novaes ZilbeCarlos Henrique Mora JúniorFrancisco Lourenço da SilvaThis 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.http://www.redalyc.org/articulo.oa?id=123021649004
institution	Open Data Bank
collection	Open Access Journals
building	Directory of Open Access Journals
language	English
format	Article
author	Silvia Novaes Zilbe Carlos Henrique Mora Júnior Francisco Lourenço da Silva
spellingShingle	Silvia Novaes Zilbe Carlos Henrique Mora Júnior Francisco Lourenço da Silva Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura BBR: Brazilian Business Review
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
series	BBR: Brazilian Business Review
issn	1808-2386 1807-734X
publishDate	2010-01-01
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.
url	http://www.redalyc.org/articulo.oa?id=123021649004
_version_	1612585506750595072

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

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