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When You Shouldn't Go Global (Spanish version)
Alexander, Marcus; Korine, HarryArticle HBS-R0812EStrategyThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Firms with ill-considered globalization strategies, say Alexander and Korine of London Business School, are poised to become targets for breakup or overhaul by activist shareowners. Yet many businesses (particularly in deregulated, service, and manufacturing indust...Starting at €8.20
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Natura: Exporting Brazilian Beauty
McKern, Bruce; Yamamoto, Leonardo; Bouissou, DanielaCase SGSB-IB92-EMarketingThis case describes the development and international expansion of Natura, a Brazilian cosmetics company. The company was founded in 1969, and developed products using environmentally sustainable practices, and that were distributed using a direct sales model. The company was highly successful in the Brazil, despite the challenging Brazilian economy. Natura had successfully entered the Mexican and French markets. In 2008, it considered enteri...Starting at €8.20