Beleza Natural

How should the management of a highly successful chain of beauty institutes respond to operational challenges in the face of rapid growth?
Omar Besbes, Nelson M. Fraiman, Marcelo Olivares, Maria Quinteros, Gabriel Weintraub  | Spring 2012
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The founders of Beleza Natural, a Brazilian chain of beauty institutes which specialized in products and services for women with curly and wavy hair, were at a key juncture for their venture; they had to decide how to consolidate their business model and growth. This case explores potential capacity investments in Beleza Natural’s environment and the associated issues of workforce management. Students are asked to determine how these measures might improve Beleza Natural’s operations and how the management team should prioritize the issues they face.

Case ID: 110206

This case is used in core curriculum

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