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Entry Strategies of Local Cosmetic Companies to International Markets: the case of Natura Siberica and Natura

Student: Ekaterina Kononova

Supervisor: Nina Mihaylovna Liubakova (Vladimirova)

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

In this paper, two companies with unique products will be analysed – Natura Siberica (Russia) and Natura (Brazil). These companies are currently realizing exporting activities in foreign markets via both direct and indirect sales. However, the level of integration into foreign markets is at different stages now, as Brazilian Natura has adopted a strategy of both direct sales and FDI in the form of R&D centres, while Russian Natura Siberica is focusing primarily on indirect sales.

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