文章基本信息

标题：Internationalization strategies adopted by Natura in Latin America and Europe: An exploratory study with an emerging market company
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作者：Mariana Bassi Sutter ; Eduardo Vasconcellos ; Edison Fernandes Polo 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2014
卷号：8
期号：14
页码：561-571
DOI：10.5897/AJBM2013.7258
语种：English
出版社：Academic Journals
摘要：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.
关键词：Internationalization; strategy; Natura; emerging market company