Natura Cosmeticos, S.A.

Posted: 4 Feb 2012 Last revised: 6 Feb 2012

See all articles by Robert G. Eccles

Robert G. Eccles

University of Oxford - Said Business School

George Serafeim

Harvard University - Harvard Business School

James Heffernan

The Brazilian Association of Business Communication

Date Written: November 6, 2011

Abstract

Rodolfo Guttilla, Director of Corporate Affairs for Natura Cosm ticos S.A. (Natura), prepared for a meeting with key stakeholders to discuss the future of integrated reporting at Natura. A cosmetics company with a strong brand, robust growth in international and domestic markets, and premium price and margins, Natura was consistently rated as one of the preferred places to work in Brazil. Its focus on social and environmental responsibility was a source of innovation; strong employee motivation contributed to the company's superior productivity and market share gain in Brazil's cosmetics, fragrances, and toiletries (CF&T) industry. By 2009, Natura's direct sales business model generated income for over 1 million people in Brazil and Latin America. Natura was the first organization in Brazil to produce an integrated report. Senior leadership was convinced that Natura's success over the years had been aided by its corporate responsibility and strategy to continuously seek improvements in both financial and nonfinancial (e.g., environmental, social, and governance) performance. As he prepared for the meeting, Guttilla considered the future of integrated reporting for Natura. What should the future of integrated reporting be like at Natura? How could the organization increase society's participation in the collaborative effort to develop new solutions to today's most challenging problems? How could the report provide a clearer representation of the organization's strategy and its ability to create and sustain value over the long term? And finally, how could web-based technologies be used to promote the organization's integrated reporting and sustainable development objectives?

Learning Objective: This case illustrates the development and use of an integrated reporting system and its impact on decision making.

Suggested Citation

Eccles, Robert G. and Serafeim, George and Heffernan, James, Natura Cosmeticos, S.A. (November 6, 2011). Harvard Business School Accounting & Management Unit Case No. 412-052. Available at SSRN: https://ssrn.com/abstract=1998220

Robert G. Eccles (Contact Author)

University of Oxford - Said Business School ( email )

Park End Street
Oxford, OX1 1HP
Great Britain

George Serafeim

Harvard University - Harvard Business School ( email )

381 Morgan Hall
Boston, MA 02163
United States

HOME PAGE: http://goo.gl/q4cJ5A

James Heffernan

The Brazilian Association of Business Communication ( email )

Brazil

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