SOCIAL RESPONSIBILITY AS A FACTOR IN INTERNATIONAL STRATEGY: THE CASE STUDY OF NATURA

Abstract

The present article offers an analysis of the importance of socially responsible behaviour in the internationalisation of firms. It analyses the mode of entry and attitude of a large Brazilian firm in international markets, highlighting how socially responsible actions produce a competitive advantage in relation to the competition when expanding its activities beyond the frontiers of its country of origin.  The case selected - Natura Cosméticos – shows a firm with a particular, though not exclusive, business model that has achieved success in its international expansion, supported by a strategic attitude based on values of social responsibility. We analyse the actions taken by the firm in relation to social-environmental responsibility and internationalisation, taking as a basis the firm’s annual reports of social responsibility from 2001 to 2005, data originating from the firm’s Statute, digital documents and previously published academic articles.  We conclude that social-environmental responsibility can be understood as a base for generating value and differentiation in relation to the competition.