Título: | STRATEGIES ADOPTED IN THE INTERNATIONAL EXPANSION OF FIRMS: THE CASE OF NATURA | ||||||||||||||||||||||||||||||||||||||||
Autor: |
SABRINA WEBER SOUTO |
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Colaborador(es): |
ANGELA MARIA CAVALCANTI DA ROCHA - Orientador |
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Catalogação: | 20/MAR/2012 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=19292&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=19292&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.19292 | ||||||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||||||
Many Brazilian companies, stimulated by both internal and external factors,
have sought international expansion as a way to reach new markets and reduce the
risk of concentration in a single market, beyond other factors. The
internationalization process of firms has been explained since the 1970s, for
behavioral and economic theories. In addition, several authors have explored the
way companies develop international strategies. However, the literature on
internationalization of firms from emerging countries is still very limited,
providing a place for new studies regarding this issue. This study aimed to analyze
the business strategies adopted for international expansion. The methodology
adopted was a single case study, based on multiple sources of evidence. The
company selected was Natura, active in the field of perfumery and cosmetics,
which has been expanding its internationalization process. The outline of the
research is longitudinal, the historical development of the company and its
internationalization process has been studied, exploring the strategies adopted.
The first analysis consisted in preparing a case report. Next, we performed an
analysis based on questions that guided the research. The results show that the
internationalization of the company followed a process of trial and error, and the
learning process in the early stages led to the development of an
internationalization strategy that served as a guide in subsequent process steps.
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