Creation of sustainable value through internationalization
The Natura S.A. Case
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Internationalization and strategic sustainability are recent business topics, the focus of studies on their contributions to the creation of business value. Therefore, this work aims to study the synergy generated between the two business realities still under development, understanding how sustainable value creation occurs through the internationalization of a single vector strategy. The theoretical reference culminates in the conception of a Sustainable Value Creation Model through Internationalization. Aiming to contribute to the achievement of the objective of this work, a case study was c...
Internationalization and strategic sustainability are recent business topics, the focus of studies on their contributions to the creation of business value. Therefore, this work aims to study the synergy generated between the two business realities still under development, understanding how sustainable value creation occurs through the internationalization of a single vector strategy. The theoretical reference culminates in the conception of a Sustainable Value Creation Model through Internationalization. Aiming to contribute to the achievement of the objective of this work, a case study was conducted at the cosmetics company Natura S.A. Company chosen for presenting sustainability as an essential competence and driving its strategy for generating positive economic, social and environmental impacts, the Vision of Sustainability 2050. From the application of the adapted model, one can conclude that Natura creates sustainable value through internationalization in two directions: both from the matrix to international operations, and in the opposite direction.
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