Natura Harvard Case

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Natura: Global Beauty Made in Brazil Patrick Kohlmann, Philipp Hannemann, Ricardo Rodrigues 1. Would globalization facilitate the achievement of the company’s vision or prove the ultimate undoing of the company? Natura has historically put a great effort to protect its vision and values. The company has always tried to safeguard its values throughout its internationalization. The company’s beliefs include the importance of relationships, continuous pursuit of improvement, contribution to evolution of society and sustainable development. Its core proposals are well being, signifying the harmonious relationship of a person with oneself and with one’s body and on the other hand, being-well, meaning the pleasing/rewarding relationship of a person with others, nature and the whole. The products of Natura should include functional, emotional and philosophical benefits for its customers and furthermore make sustainable use of Brazilian biodiversity. One of Natura’s executives stated that most of Natura’s Values and Beliefs were universal and cross-shared among different regions and cultures. Globalization has been a key driver for multinational companies in recent years. Of course throughout their expansion Natura had to adapt its business model in specific countries. But generally the globalization and the rising prominence of Brazil in the world support the company’s business. Furthermore the worldwide focus and trend for sustainable businesses promotes the basic vision of Natura. However, there are limits and restrictions to expansion that Natura had to realize. Several countries do not have a strong solidarity to Nature and environment and also do not have knowledge on Brazilian culture. The integration of the global economy will most certainly help to spread Natura’s Vision and support the companies undoing, but Natura constantly has to make sure if Values and
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