Abstract:

One of Brazil's most admired companies, Natura is confronting a difficult decision - how to maintain its track record of highly profitable growth. One option is to extend the company's high profile in the cosmetics and skin care market into new areas, such as nutritional supplements and health care products. Another alternative would be to broaden the company's business model from direct sales to embrace other sales channels. Internationalisation also offers opportunities for growth. Each option would go against the company's historical success formula, and would entail significant risks. How must the company choose the path to the next round of its evolution?

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