RICARDO MÜLLER PEREIRA
Master Degree Entrepreneurship - BUSINESS MODEL INNOVATION: THE ENTRY OF NATURA IN MULTI-CHANNEL
Class: 217, FEA-5
Adviser: Prof. Dr. Marcelo Caldeira Pedroso
Comission: Profs. Drs. Guilherme Ary Plonski, Nuno Manoel Martins Dias Fouto e Fernando Antonio Ribeiro Serra
After years of enjoying competitive advantages in front of its competitors through its direct sales channel, Natura begins to suffer from the increasingly fierce competition. The objective of this work is, through the Natura case study, to assess how the need of changing business model arises and how it can be implemented. Through interviews with company employees and literature review it has become possible to map the weaknesses and opportunities of Natura's transformation process into a multi-channel model (with the intention of becoming omnichannel), as well as the advantages of Use of new modeling tools in business innovation.
*Abstract provided by the author