Abstract:
Natura is a well recognized and highly regarded brand in Brazil: it enjoyed high brand loyalty among consumers and the highest retention rate among sales representatives in the cosmetics industry. Notwithstanding the triumphs in its home market, attempts at internationalization within Latin America, had thus far not been as successful as expected. The joint Presidents of Natura now wanted to take the leap and enter developed markets in which the Natura value proposition would resonate. The case raises issues related to how Natura should expand. Which market(s)? With what strategy? And what organizational structure should they adopt?

Pedagogical Objectives:
The objective of the case is to discuss the process of internationalization and the building of an international/global brand. The case allows for a discussion of the process by which a firm should make such a decision and the accompanying implementation decisions both in terms of marketing activities and changes in the organization structure to successfully internationalize.

Keywords:
Marketing, Strategy, Internationalization, Branding, Global Branding, Brazil/latin America, Emerging Markets, Cosmetics

Prizes won:
- Winner of 2011 EFMD Case Writing Competition

Abstract:
The case follows the story of Brazilian business leader, Ricardo Semler, who took the family marine-pump business, Semco, to multi-national, multi-sector success. To do so, Ricardo Semler dramatically changed his own leadership style by relinquishing control and working less hard, and subsequently transformed the culture at Semco via a radical process of workplace democratisation. Finally, he applied the same leadership principles successfully to other industries: hotels, education, and banking.

Pedagogical Objectives:
Highlight the effects of different leadership styles in different situations; the organizational consequences of intrinsic and extrinsic motivation and different types incentive systems; the self-fulfilling effects of leadership behavior; and how leaders can use the change process to transform an organisation's culture.

Keywords:
Leadership, Motivation, Organisational Change, Incentive Systems, Organizational Culture, Transformational Leadership, Wicfe, Education, Entrepreneurship, Leadership

Related:

Abstract:
The case follows the story of Brazilian business leader, Ricardo Semler, who took the family marine-pump business, Semco, to multi-national, multi-sector success. To do so, Ricardo Semler dramatically changed his own leadership style by relinquishing control and working less hard, and subsequently transformed the culture at Semco via a radical process of workplace democratisation. Finally, he applied the same leadership principles successfully to other industries: hotels, education, and banking.

Pedagogical Objectives:
Highlight the effects of different leadership styles in different situations; the organizational consequences of intrinsic and extrinsic motivation and different types incentive systems; the self-fulfilling effects of leadership behavior; and how leaders can use the change process to transform an organisation's culture

Keywords:
Leadership, Motivation, Organisational Change, Incentive Systems, Organizational Culture, Transformational Leadership, Wicfe, Education, Entrepreneurship, Leadership

Related:

Abstract:
The case follows the story of Brazilian business leader, Ricardo Semler, who took the family marine-pump business, Semco, to multi-national, multi-sector success. To do so, Ricardo Semler dramatically changed his own leadership style by relinquishing control and working less hard, and subsequently transformed the culture at Semco via a radical process of workplace democratisation. Finally, he applied the same leadership principles successfully to other industries: hotels, education, and banking.

Pedagogical Objectives:
Highlight the effects of different leadership styles in different situations; the organizational consequences of intrinsic and extrinsic motivation and different types incentive systems; the self-fulfilling effects of leadership behavior; and how leaders can use the change process to transform an organisation's culture

Keywords:
Leadership, Motivation, Organisational Change, Incentive Systems, Organizational Culture, Transformational Leadership, Iaf, Wicfe, Education, Entrepreneurship, Leadership

Prizes won:
- 2018 Case Centre Best-selling Case in Human Resource Management / Organisational Behaviour
- 2017 Case Centre Best-selling Case in Human Resource Management / Organisational Behaviour
- 2016 Case Centre Best-selling Case in Human Resource Management / Organisational Behaviour
- Winner of 2016 Case Centre Awards, Human Resource Management/Organisational Behaviour category

Related: