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The objective of this article is to analyze the results of structuring, management and sales promotion of those groups of company. Starting from a case study of the cosmetics sector, the article analyzes the initial expectation of the companies on the creation of the group, its relationship with the market and the companies’ interaction as a means of obtaining results, taking into consideration that the Brazilian external trade promotion policy has adopted the model of export groups as a strategy to boost companies’ productive capacity and to reduce promotion costs. In conclusion, the low level of confidence in the inter-firm relationship and the lack of competitiveness present themselves as determining factors for the few results achieved. The research underlines the need for working models of business cooperation in export groups and for establishing a way to measure the results expected by the companies in their internationalization process.

Análise do desempenho de um grupo exportador de cosméticos sob a perspectiva empresarial: um estudo de caso do grupo Minas Beauty