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Boccia, Murillo
The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Lourenço, Carlos Eduardo
M-1022 | Published December 15, 2021 | 16 pages. Case
Collection: Darden School of Business
Between 2013 and 2019, Natura undertook a set of initiatives to begin its digital transformation and accelerate the global expansion that resulted in it becoming the world's fourth-largest beauty grou... Read More
The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Ailawadi, Kusum; Guissoni, Leandro; Boccia, Murillo
M-0943 | Published August 02, 2017 | 18 pages. Case
Collection: Darden School of Business
Faced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer rea... Read More