Does it make sense to choose a hyper-competitive market for initial international expansion?
We are preparing a case study on the Brazilian cosmetics company Natura Brasil.
Natura decided to enter France as one of its first international investments. Although France is a very large market for beauty products, it is also hyper-competitive, with large players such as L’Oréal or LVMH dominating sales.
Do you have experience in your research or teaching with either:
– the cosmetics industry, or
– examples of international first moves into challenging markets?
If so, we would be interested in talking.
Pierre Xavier Meschi and Philippe Chereau
SKEMA Business School