The objective of this case is to analyze the need of change that several companies are facing because of the extraordinary growth of the Internet as a true direct sales channel. This case describes the dilemma of Natura, a beauty product direct sales company, before the growth of the Internet. It analyzes whether it is worthwhile to keep a costly channel formed by hundreds of thousands of sales representatives, while nowadays manufacturers and consumers might connect themselves without intermediate. It also researches alternative ways to avoid the disruption of a traditional winner sales structure. This case also discusses if the Internet is a good option for Natura to achieve growth and a better strategic positioning, while the foreign competition is increasing in the Brazilian market.
Internet; direct sales; growth
