INTERNATIONALIZATION IN THE LATIN AMERICAN PERSPECTIVE: CASE STUDY NATURA

Resumo

Internationalization of companies is a subject in progressive evidence in our current scenario. Seeking balance in this race, Brazilian companies have outlined ways that can make our country a world authority in the cosmetic sector. We will approach, as a case study, the company Natura that has this process in progress, contrasting with other companies of the segment in the domestic market. This opening meant that Natura diluted risks, allocated real resources abroad and consequently added value to the company that already has a solid image in innovation and strategy. We understand that a crucial point in the method of internationalization of a company is the selection of the location, that is, we will approach the Latin American panorama, noting the benefits obtained as a result of the geographical proximity of these countries. Based on this concept, this article aims to reveal the gains in the internationalization method through the evolution of Natura, since almost a third of the net revenue of this company comes from International Operations (OIs), according to the annual report of 2015 - released by the company showing Improvement in indicators in general. We realize that our challenge is to foster this practice so that it will be effective in Brazilian companies, which will achieve a greater share in the foreign market, as well as strengthen their business gain in times of crisis in Brazil.