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An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets

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Abstract

This paper presents the critical strategic dimensions to operate in international Base-of-Pyramid (BOP) markets. The variables studied are reasons for internationalizing: prices, promotion, distribution, products, innovation, entrance into markets and processes. A descriptive, exploratory, multiple-case research was developed with the Brazilian firms NaturaO Boticário, AmBev, Embraco, Perdigão and Havaianas. Longitudinal and comparative analyses led to the conclusion that the main reason for entrance in international BOP markets is increased long-term sales and earnings. Critical strategic dimensions are brand management, adequate product mix, process innovation, relationships with stakeholders and corporation culture strengthening.

Keyword : International strategies, base-of-pyramid (BOP) markets, Brazilian multinational companies

How to Cite
Spers, R., & Wright, J. (2013). An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets. Brazilian Business Review, 10(2), 25-48. https://doi.org/10.15728/bbr.2013.10.2.2
  Submitted
Jun 9, 2018
Published
Apr 1, 2013
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