Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Revista Brasileira De Marketing 4(3), 2015

14 Pages Posted: 30 Oct 2015

See all articles by Mariana Sutter

Mariana Sutter

University of São Paulo (USP)

Maria Laura MacLennan

University of São Paulo, Students

Carolina Fernandes

University of São Paulo, Students

Moacir Oliveira Jr

University of São Paulo (USP)

Date Written: May 31, 2015

Abstract

This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process. To this end, we integrate COI literature with the attributes that make up Brazil’s image abroad. This study conducts a qualitative and descriptive approach using the single case study on the case of the Brazilian company Natura Cosméticos S.A. Case analysis, relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad. About the first finding, the study also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Natura’s competitive differential is sustained on product development based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.

Keywords: COI; Brazilianness; Emerging Market Multinational; Cosmetics; International Marketing

JEL Classification: M1

Suggested Citation

Sutter, Mariana and MacLennan, Maria Laura and Fernandes, Carolina and Oliveira Jr, Moacir, Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura (May 31, 2015). Revista Brasileira De Marketing 4(3), 2015, Available at SSRN: https://ssrn.com/abstract=2678216

Mariana Sutter (Contact Author)

University of São Paulo (USP) ( email )

Rua Luciano Gualberto, 315
São Paulo, São Paulo 14800-901
Brazil

Maria Laura MacLennan

University of São Paulo, Students ( email )

São Paulo
Brazil

Carolina Fernandes

University of São Paulo, Students ( email )

São Paulo
Brazil

Moacir Oliveira Jr

University of São Paulo (USP) ( email )

Rua Luciano Gualberto, 315
São Paulo, São Paulo 14800-901
Brazil

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