“Beauty of a company”
This is the case of the Natura, one Brazilian cosmetic company. Through the case, we can see changing process of the Natura from domestic company to global one. This is very ideal for company because it satisfies the point of globalization, ”Configuration” and “Coordination” in meaning of M.E.Porter's(1986).
About ”Configuration”, Natura meets this beause it have had and built strong supply-chain system for direct selling or getting raw materials. More important aspect is “Coordination”, this simply means to exploit global(other markets) experience and integrate them in high level to make one’s advantage, and ultimately, push the advantage globally. Nature has made their philosophy, make good human and environment, in Brazil and they are trying to give this concept globally.
All process or history of Natura is well-organized and so strategic. I think this is made by mechanism of making decision. In Natura, four men, who are founder, having strong passion, philosophy, and experience, are making important decisions. This makes strong, clear, flexible strategy, I believe. In other words, this system of decision making is the “beauty” of Nature.
URL:http://www.naturabrasil.fr/Default_GVS.aspx?CurrentStoreId=2&CurrentLanguageId=2
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