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Darden University of Virginia (USA)
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The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Lourenço, Carlos Eduardo; Boccia, MurilloCase DARDEN-M-1022-EMarketingBetween 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 group. Along with its traditional door-to-door operation, NStarting at €5.74
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TNMarketingTeaching note for products M-0943, M-1022 and M-1023Starting at €0.00
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The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943MarketingFaced 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 reach by moving from a direct-sales company to a multichanStarting at €8.20
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High Places Studio (A) - Spanish version
Clyman, Dana R.; Sullivan, Jenelle HammesCase DARDEN-QA-0963Decision AnalysisThis is the Spanish translation of the August 28, 2001 version of UVA-QA-0546. Laura Anderson, a vice president in High Places Studio’s production-finance department, needs to make a recommendation to the studio’s president, Leo Walsh, regarding whether the studio should go ahead with the production of an exciting mystery movie. Walsh has the final say on the development and production of movie scripts for major box-office release. This new movie...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943-EMarketingFaced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TN-EMarketingTeaching note for product M-0943Starting at €0.00