O processo de internacionalização da Natura na França

Abstract

This study aims to analyze the internationalization process of the Brazilian company Natura in France, from the beginning of its operations, in 2005, until the closing of part of its operation in the country, in 2016. This theme proposal was motivated by the theme internationalization, as well as the guidelines that internationalization theories can have. The study was divided into three chapters, that correspond to the three specific objectives. In order to develop the chapters, a descriptive and bibliographical research was carried out as a methodology, through books, scientific articles and official documents of the company Natura. The first chapter details the theoretical part, shows the main concepts of internationalization, and the main theories and strategies regarding international operations by companies. In the second chapter, we seek to present and understand the general panorama of France, considering mainly the region's cosmetics sector and Natura's main leaders. Finally, the third chapter seeks to show a history of development and expansion of Natura, from its creation and improvement, to its expansion to markets of neighboring countries, to the American continent and later to France. During the conclusion of the study, it was found that Natura used internationalization strategies in its operations in France, seeking brand differentials able to compete in a highly sophisticated market. However, it needs to improve the suitability of the operation by adapting it to the French environment.