Betania Tanure

The case follows the story of Brazilian business leader, Ricardo Semler, who took the family marine-pump business, Semco, to multi-national, multi-sector success. To do so, Ricardo Semler dramatically changed his own leadership style by relinquishing control and working less hard, and subsequently transformed the culture at Semco via a radical process of workplace democratisation.

Published 12 Aug 2016

Reference 5982

Topic Leadership & Organisations

Region South America

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The case follows the story of Brazilian business leader, Ricardo Semler, who took the family marine-pump business, Semco, to multi-national, multi-sector success. To do so, Ricardo Semler dramatically changed his own leadership style by relinquishing control and working less hard, and subsequently transformed the culture at Semco via a radical process of workplace democratisation.

Published 12 Aug 2016

Reference 5982

Topic Leadership & Organisations

Region South America

View case
The case follows the story of Brazilian business leader, Ricardo Semler, who took the family marine-pump business, Semco, to multi-national, multi-sector success. To do so, Ricardo Semler dramatically changed his own leadership style by relinquishing control and working less hard, and subsequently transformed the culture at Semco via a radical process of workplace democratisation.

Published 28 Apr 2014

Reference 5982

Topic Leadership & Organisations

Industry Education Management Leisure, Travel and Tourism Banking

Region South America

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Natura is a well recognized and highly regarded brand in Brazil: it enjoyed high brand loyalty among consumers and the highest retention rate among sales representatives in the cosmetics industry. Notwithstanding the triumphs in its home market, attempts at internationalization within Latin America, had thus far not been as successful as expected.

Published 07 Jan 2006

Reference 5365

Topic Marketing

Industry Cosmetics

Region Global

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