Geoffrey Jones

¿Qué significará el continuo estancamiento de los Estados Unidos y las economías desarrolladas de Europa para las aspirantes a multinacionales con sede en los florecientes mercados emergentes?

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Reprint: R1207P 
How will the logic of globalization change for corporations from countries such as India, China, Indonesia, Brazil, and Turkey if the growth opportunities in emerging markets continue to far outpace those in developed markets? 
Natura Cosm&#233;ticos, a Brazilian beauty giant, has considerable experience with that question. For some 30 years, the company has been attempting to move, with decidedly mixed results, into developed markets even as the opportunities of its region have grown stronger and stronger. 
Markets like the United States exert a strong pull on emerging-market multinationals, but Natura must contend with a changing economic equation: The U.S. beauty market grew by an anemic 1.1% in 2010, whereas demand in Argentina, Chile, Colombia, and Peru increased by 10.9%. 
Ultimately, Natura has moved beyond stereotypes of globalization, recognizing that winning in Argentina, Chile, and Mexico can be an entry onto the world stage every bit as effective as conquering Paris or New York.

The Growth Opportunity That Lies Next Door

Reimpresión: R1207P ¿Cómo cambiará la lógica de la globalización para las empresas de países como India, China, Indonesia, Brasil y Turquía si las oportunidades de crecimiento en los mercados emergentes siguen superando con creces a las de los mercados desarrollados? Natura Cosméticos, un gigante de la belleza brasileño, tiene una experiencia considerable con esa pregunta. Durante unos 30 años, la empresa ha estado intentando entrar, con resultados decididamente dispares, en los mercados desarrollados, a pesar de que las oportunidades de su región se han hecho cada vez más fuertes. Mercados como los Estados Unidos ejercen una fuerte atracción sobre las multinacionales de los mercados emergentes, pero Natura debe enfrentarse a una ecuación económica cambiante: el mercado de belleza estadounidense creció un anémico 1,1% en 2010, mientras que la demanda en Argentina, Chile, Colombia y Perú aumentó un 10,9%. En última instancia, Natura ha ido más allá de los estereotipos de la globalización y ha reconocido que ganar en Argentina, Chile y México puede ser una entrada en el escenario mundial tan eficaz como conquistar París o Nueva York.

La oportunidad de crecimiento que est&aacute; al lado

Reprint: R1207P How will the logic of globalization change for corporations from countries such as India, China, Indonesia, Brazil, and Turkey if the growth opportunities in emerging markets continue to far outpace those in developed markets? Natura Cosméticos, a Brazilian beauty giant, has considerable experience with that question. For some 30 years, the company has been attempting to move, with decidedly mixed results, into developed markets even as the opportunities of its region have grown stronger and stronger. Markets like the United States exert a strong pull on emerging-market multinationals, but Natura must contend with a changing economic equation: The U.S. beauty market grew by an anemic 1.1% in 2010, whereas demand in Argentina, Chile, Colombia, and Peru increased by 10.9%. Ultimately, Natura has moved beyond stereotypes of globalization, recognizing that winning in Argentina, Chile, and Mexico can be an entry onto the world stage every bit as effective as conquering Paris or New York.

La oportunidad de crecimiento que está al lado

Resumen.

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