Another consumer products marketer, Avon, has successfully competed against home-grown companies such as Natura in Brazil.
Natura had adopted the direct selling business model of Avon and grown rapidly during the 1980s, even in the face of many foreign companies.
Avon recruited an army of sales representatives who needed a source of income and were attracted to the firm’s growing commitment to environmental causes.
It was also better able to cope with the often unpredictable and turbulent Brazilian environment (Jones 2010).