Guissoni, Leandro; Farris, Paul; Ailawadi, Kusum; … - 2021
Faced 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...