Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/321 |
Resumo: | 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. |
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BBR. Brazilian Business Review (English edition. Online) |
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Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company NaturaEstratégia de internacionalização e canais de distribuição no mercado externo: análise do processo da empresa NaturaInternationalizationdistribution channelsbiodiversityInternacionalizaçãocanais de distribuiçãobiodiversidadeThis 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.O propósito deste trabalho é descrever o processo de internacionalização da companhia brasileira NATURA Cosméticos S.A., cujo diferencial competitivo é o desenvolvimento de produtos baseados na biodiversidade da flora brasileira, analisando suas diferentes escolhas de canais de distribuição para operar no mercado exterior. O método foi a pesquisa exploratória, usando dados secundários e posterior análise de conteúdo. Os resultados identificaram evidências de que o processo previamente mencionado segue o modelo da Escola de UPPSALA (aprendizagem) e de que a companhia manteve a mesma estratégia de distribuição (venda direta) em mercados com culturas similares (América Latina) mas, para o mercado europeu (Paris) preferiu ter um ponto físico de venda (loja própria), em razão de diferenças culturais nesse mercado. A alteração do canal de distribuição no mercado europeu levou a empresa a adquirir novas competências organizacionais.FUCAPE Business Shool2010-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/32110.15728/bbr.2010.7.3.4Brazilian Business Review; Vol. 7 No. 3 (2010): September to December 2010; 64-86Brazilian Business Review; v. 7 n. 3 (2010): Setembro a Dezembro de 2010; 64-861808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/321/485http://www.bbronline.com.br/index.php/bbr/article/view/321/486Zilber, Silvia NovaesMora Júnior, Carlos HenriqueSilva, Francisco Lourenço dainfo:eu-repo/semantics/openAccess2018-11-06T19:57:01Zoai:ojs.pkp.sfu.ca:article/321Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:57:01BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura Estratégia de internacionalização e canais de distribuição no mercado externo: análise do processo da empresa Natura |
title |
Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura |
spellingShingle |
Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura Zilber, Silvia Novaes Internationalization distribution channels biodiversity Internacionalização canais de distribuição biodiversidade |
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 |
author |
Zilber, Silvia Novaes |
author_facet |
Zilber, Silvia Novaes Mora Júnior, Carlos Henrique Silva, Francisco Lourenço da |
author_role |
author |
author2 |
Mora Júnior, Carlos Henrique Silva, Francisco Lourenço da |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Zilber, Silvia Novaes Mora Júnior, Carlos Henrique Silva, Francisco Lourenço da |
dc.subject.por.fl_str_mv |
Internationalization distribution channels biodiversity Internacionalização canais de distribuição biodiversidade |
topic |
Internationalization distribution channels biodiversity Internacionalização canais de distribuição biodiversidade |
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. |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/321 10.15728/bbr.2010.7.3.4 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/321 |
identifier_str_mv |
10.15728/bbr.2010.7.3.4 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/321/485 http://www.bbronline.com.br/index.php/bbr/article/view/321/486 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 7 No. 3 (2010): September to December 2010; 64-86 Brazilian Business Review; v. 7 n. 3 (2010): Setembro a Dezembro de 2010; 64-86 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732238065369088 |