This teaching case discusses how an emerging market firm can challenge strong incumbents in developed markets and find a viable positioning, based on a distinctive sales model and value proposition for customers.
Dornelas, B., Esteves, F. and Carneiro, J. (2016), "Natura – The International Expansion of Brazilian Cosmetics Leader Natura: In Search of a European Scent", The Challenge of Bric Multinationals (Progress in International Business Research, Vol. 11), Emerald Group Publishing Limited, pp. 317-347. https://doi.org/10.1108/S1745-886220160000011017Download as .RIS
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