Examines globalization strategy Natura, the largest cosmetics company in Brazil. Founded in 1969, Natura has grown using the model of direct sales. Under the leadership of the three founders, the company made use of the distinctive diversity in Brazil and were characterized by high ethical and environmental standards. Natura started looking for international markets in 1982, but experienced a lot of failures, while surviving the economic crisis in Argentina in 2001. The company opened operations in France and Mexico in 2005, and the three founders are now exploring opportunities in Moscow. For further globalization, Natura must now decide whether to continue to rely primarily on direct sales model or experiment with other models -., And whether or not to purchase or become a part of a larger group "Hide
by Jeffrey J. Jones, Ricardo de-Reisen Pinho Source: Harvard Business School 27 pages. Publication Date: August 15, 2006. Prod. #: 807029-PDF-ENG
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