O processo de internacionalização da Natura &Co na Ásia: uma análise dos mercados da Malásia e da China

Abstract

This article explores the internationalization strategies of the Natura&Co business group, focusing on the main attractive factors and tactics used by the company to enter the Chinese and Malaysian markets. The objective is to apply the Uppsala Model to understand the company's evolution over the years, answering the following question: to what extent does this model explain Natura&Co's internationalization process in the aforementioned Asian countries? Natura's internationalization process occurred gradually, based on the acquisition of experience in international trade. In entering China, the acquisition of the Aesop brand in 2016 was crucial, as the company already had a consolidated presence in Asian markets. Similarly, Malaysia, where Natura opened its first Asian store, proved to be a receptive market, benefiting from the extensive experience of the brand acquired by the group. The analysis highlights the importance of strategic acquisitions for Natura&Co, which facilitated its entry and consolidation in the dynamic Asian market. It is concluded that the Uppsala Model partially explains this trajectory, being more adequate to understand the gradual entry into Malaysia than the accelerated acquisition movements in China.