Author Profile
Costas, Ruth
Grupo Boticário: Orchestrating a Customer Value–Centric Growth Strategy to Compete in Brazil’s Beauty Market
Guissoni, Leandro; Sarfati, Gilberto; Costas, Ruth
M-1067 | Published July 31, 2025 | 16 Pages Case
Collection: Darden School of Business
Perfumery and cosmetics group Grupo Boticário was one of the leaders in its segment in Brazil by 2023, boasting 4,000 stores across 1,600 cities. For decades, the company had sold products from a sing... Read More
BeM: A Start-Up's Journey through Online Product Reviews
Guissoni, Leandro; Teixeira, Thales; Costas, Ruth
M-1048 | Published April 15, 2024 | 14 pages Case
Collection: Darden School of Business
The product recommendation website BeM was launched in 2020 in Brazil to explore the significant and untapped potential of the country’s online reviews market. Inspired by US models, BeM’s webpages fe... Read More