O caso do Beleza Natural no mercado norte-americano

Objective: This case proposes to put students in the role of Lídia Velasquez, majority partner and founder of Instituto Beleza Natural, amidst the challenges faced by the company during the COVID-19 pandemic, which forced the brand to rethink its entire international operation for its New York branch. Method: The data for the construction of the case were extracted from secondary sources such as scientific articles, journalistic material, consultancy reports, as well as information made available by the company and published on the internet. Relevance / Originality: This case proposed to promote an original discussion about a Brazilian company well-known within its niche, including internationally. During the discussion, students will be invited to reflect on factors that lead businesses to de-internationalize or maintain international operations. Target Audience: The case is indicated for undergraduate and graduate students of Business Administration, Marketing and International Business courses, who wish to address topics such as modes of entry into foreign markets, strategies for internationalization and de-internationalization of companies.