Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/18116 |
Resumo: | The business opportunities at the base of the pyramid (BOP) market proposed by Prahalad (2005; 2010) who called the multinational companies to play a role in providing products and services to BOP people instigated the development of this PhD dissertation. BOP's business theory shows that it is possible to serve the poor and make it profitable for companies (HART, 2010). From this perspective, this research was designed to investigate and describe the business of Brazilian multinational companies in BOP markets (in domestic and international context). We studied the companies listed in the FDC Ranking of the Brazilian Multinational Companies 2016, since its capital and control is mainly Brazilian and those companies develop international activities of manufacturing, services, research and development centers, banking agencies, franchises, commercial offices, warehouses and distribution centers abroad. So, we analyzed 49 listed companies. Methodologically, this study followed the principles of a multi-method research. Its operationalization was first based on a bibliographic investigation developed to understand what is considered business at BOP - which was characterized in this research as the company that: develop products to the BOP market; to be in BOP communities, with job creation being an intervention in environmental conditions; invested in training and education for entrepreneurs located in BOP communities; or, financed local infrastructure for BOP communities. In this survey, it was possible to identify two companies' capacities, which can induce organizations to develop business in BOP: social responsibility and innovation. Thus, these theories not only supported field research, but were fundamental theories for the thesis. The second stage of the study was operationalized through research on secondary data, where we used online data about the companies, building a database. It was possible to verify that the Brazilian MNCs do not have business in the BOP market as an approach in the company's global business strategy - but there are companies that are more engaged in business development at BOP, such as Banco Bradesco, Artecola, Vale, Natura, Klabin and Banco do Brasil. Finally, it was not possible to establish a specific group of companies more likely to invest in the BOP market. The industry was not decisive in BOP's market entry, nor companies with innovation and social responsibility as business philosophy, as well as the index of internationalization. It has been found, however, that companies with older operating history are more likely to business at the BOP market, and that companies that are in BOP communities or that provide products to BOP often invest in the development of local BOP entrepreneurs. |
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2019-09-02T20:00:40Z2019-09-02T20:00:40Z2017-10-06http://repositorio.ufsm.br/handle/1/18116The business opportunities at the base of the pyramid (BOP) market proposed by Prahalad (2005; 2010) who called the multinational companies to play a role in providing products and services to BOP people instigated the development of this PhD dissertation. BOP's business theory shows that it is possible to serve the poor and make it profitable for companies (HART, 2010). From this perspective, this research was designed to investigate and describe the business of Brazilian multinational companies in BOP markets (in domestic and international context). We studied the companies listed in the FDC Ranking of the Brazilian Multinational Companies 2016, since its capital and control is mainly Brazilian and those companies develop international activities of manufacturing, services, research and development centers, banking agencies, franchises, commercial offices, warehouses and distribution centers abroad. So, we analyzed 49 listed companies. Methodologically, this study followed the principles of a multi-method research. Its operationalization was first based on a bibliographic investigation developed to understand what is considered business at BOP - which was characterized in this research as the company that: develop products to the BOP market; to be in BOP communities, with job creation being an intervention in environmental conditions; invested in training and education for entrepreneurs located in BOP communities; or, financed local infrastructure for BOP communities. In this survey, it was possible to identify two companies' capacities, which can induce organizations to develop business in BOP: social responsibility and innovation. Thus, these theories not only supported field research, but were fundamental theories for the thesis. The second stage of the study was operationalized through research on secondary data, where we used online data about the companies, building a database. It was possible to verify that the Brazilian MNCs do not have business in the BOP market as an approach in the company's global business strategy - but there are companies that are more engaged in business development at BOP, such as Banco Bradesco, Artecola, Vale, Natura, Klabin and Banco do Brasil. Finally, it was not possible to establish a specific group of companies more likely to invest in the BOP market. The industry was not decisive in BOP's market entry, nor companies with innovation and social responsibility as business philosophy, as well as the index of internationalization. It has been found, however, that companies with older operating history are more likely to business at the BOP market, and that companies that are in BOP communities or that provide products to BOP often invest in the development of local BOP entrepreneurs.As oportunidades de negócios no mercado da BOP levantadas por Prahalad (2005; 2010) e que chamou as empresas multinacionais para assumirem um papel em prover produtos e serviços às pessoas da base da pirâmide (BOP) instigaram o desenvolvimento desta pesquisa. A teoria de negócios na BOP mostra que é possível servir aos pobres e ainda auferir lucros (HART, 2010). Sob esta perspectiva, esta tese destinou-se a investigar e descrever os negócios de empresas multinacionais brasileiras em mercados da BOP, no contexto doméstico e internacional. Foi utilizada como população de empresas multinacionais brasileiras, àquelas listadas no Ranking FDC das Multinacionais Brasileiras 2016, haja vista que seu capital e controle é majoritariamente brasileiro e desenvolvem atividades internacionais de manufatura, montagem e prestação de serviços, centros de pesquisa e desenvolvimento, agências bancárias, franquias, escritórios comerciais, depósitos e centrais de distribuição no exterior. Foram analisadas 49 empresas listadas. Metodologicamente, este estudo seguiu os preceitos de uma pesquisa multimétodos. Sua operacionalização utilizou-se, inicialmente, de levantamento bibliográfico desenvolvido para compreender o que é considerado um negócio na BOP – que foi caracterizado nesta pesquisa como a empresa que: lançou produtos destinados ao mercado da BOP; se localizar em comunidades BOP, sendo a geração de empregos uma intervenção nas condições ambientais; investiu em treinamento e educação para empresários localizados em comunidades BOP; ou, investiu em infraestrutura local para comunidades BOP. Neste levantamento, foi possível identificar duas capacidades das empresas, que podem induzir as organizações ao desenvolvimento de negócios na BOP: a responsabilidade social e a inovação. Assim, estas teorias não somente embasaram a pesquisa em campo, como foram teorias fundamentais para a tese. A segunda etapa do estudo, foi operacionalizada por meio da pesquisa em fontes de dados secundários, disponíveis em fontes online das empresas, construindo assim um banco de dados. Foi possível verificar que as empresas participantes não possuem negócios no mercado BOP como estratégia proeminente na estratégia global de negócios da empresa – e sim, há empresas mais engajadas no desenvolvimento de negócios na BOP, como o Banco Bradesco, Artecola, Vale, Natura, Klabin e o Banco do Brasil. Por fim, não foi possível estabelecer um grupo específico de empresas propensas ao investimento no mercado da BOP. O setor da empresa não se mostrou determinante na entrada no mercado da BOP, tampouco, empresas que possuem em sua filosofia de negócios a inovação e a responsabilidade social não se mostraram mais propensas ao desenvolvimento de negócios na BOP, da mesma forma, como o índice de internacionalização. Verificou-se, contudo, que empresas com histórico operacional mais antigo são mais propensas ao investimento, bem como, que empresas que se localizam em comunidades ou municípios da BOP ou que ofertam produtos para a BOP costumam investir no desenvolvimento de empresários locais da BOP.Fundo de apoio à manutenção e ao desenvolvimento da Educação Superior, FUMDES, Brasil.porUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em AdministraçãoUFSMBrasilAdministraçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessBase da pirâmideEmpresas multinacionaisInovaçãoResponsabilidade socialBase of the pyramidMultinational companiesInnovationSocial responsibilityCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAONegócios na base da pirâmide: uma análise de empresas multinacionais brasileirasBusiness at the base of the pyramid (BOP): an analysis of brazilian multinational corporations (MNCs)info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisScherer, Flavia Lucianehttp://lattes.cnpq.br/4607383855380646Gomes, Clandia Maffinihttp://lattes.cnpq.br/2010827580929023Oliveira, Marta Olivia Rovedder dehttp://lattes.cnpq.br/1370991937163803Yamaguchi, Cristina Keikohttp://lattes.cnpq.br/7542620242705060Marconatto, Diego Antonio Bittencourthttp://lattes.cnpq.br/9626677883636081http://lattes.cnpq.br/9456792634662355Hahn, Ivanete Schneider6002000000066004fde65b8-7d9e-4960-a80e-a957620ebe762ae6d526-33a5-4270-b3f1-1a58c6a9ea76aa9fffe9-f4c5-4af3-a7c7-c9973be3e627b08ec908-2a5f-41c1-8f85-0dd8f87e98436febdc09-9e6c-4c74-a868-5605334cd0f55d0bca2a-c028-4f02-9b50-83c4c292d805reponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALTES_PPGADMINISTRAÇÃO_2017_HAHN_IVANETE.pdfTES_PPGADMINISTRAÇÃO_2017_HAHN_IVANETE.pdfTese de Doutoradoapplication/pdf2239481http://repositorio.ufsm.br/bitstream/1/18116/1/TES_PPGADMINISTRA%c3%87%c3%83O_2017_HAHN_IVANETE.pdf9e0a5e6fb59d871b3674a2ebb5e31662MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; 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dc.title.por.fl_str_mv |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
dc.title.alternative.eng.fl_str_mv |
Business at the base of the pyramid (BOP): an analysis of brazilian multinational corporations (MNCs) |
title |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
spellingShingle |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras Hahn, Ivanete Schneider Base da pirâmide Empresas multinacionais Inovação Responsabilidade social Base of the pyramid Multinational companies Innovation Social responsibility CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
title_full |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
title_fullStr |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
title_full_unstemmed |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
title_sort |
Negócios na base da pirâmide: uma análise de empresas multinacionais brasileiras |
author |
Hahn, Ivanete Schneider |
author_facet |
Hahn, Ivanete Schneider |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Scherer, Flavia Luciane |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/4607383855380646 |
dc.contributor.referee1.fl_str_mv |
Gomes, Clandia Maffini |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/2010827580929023 |
dc.contributor.referee2.fl_str_mv |
Oliveira, Marta Olivia Rovedder de |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/1370991937163803 |
dc.contributor.referee3.fl_str_mv |
Yamaguchi, Cristina Keiko |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/7542620242705060 |
dc.contributor.referee4.fl_str_mv |
Marconatto, Diego Antonio Bittencourt |
dc.contributor.referee4Lattes.fl_str_mv |
http://lattes.cnpq.br/9626677883636081 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9456792634662355 |
dc.contributor.author.fl_str_mv |
Hahn, Ivanete Schneider |
contributor_str_mv |
Scherer, Flavia Luciane Gomes, Clandia Maffini Oliveira, Marta Olivia Rovedder de Yamaguchi, Cristina Keiko Marconatto, Diego Antonio Bittencourt |
dc.subject.por.fl_str_mv |
Base da pirâmide Empresas multinacionais Inovação Responsabilidade social |
topic |
Base da pirâmide Empresas multinacionais Inovação Responsabilidade social Base of the pyramid Multinational companies Innovation Social responsibility CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Base of the pyramid Multinational companies Innovation Social responsibility |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The business opportunities at the base of the pyramid (BOP) market proposed by Prahalad (2005; 2010) who called the multinational companies to play a role in providing products and services to BOP people instigated the development of this PhD dissertation. BOP's business theory shows that it is possible to serve the poor and make it profitable for companies (HART, 2010). From this perspective, this research was designed to investigate and describe the business of Brazilian multinational companies in BOP markets (in domestic and international context). We studied the companies listed in the FDC Ranking of the Brazilian Multinational Companies 2016, since its capital and control is mainly Brazilian and those companies develop international activities of manufacturing, services, research and development centers, banking agencies, franchises, commercial offices, warehouses and distribution centers abroad. So, we analyzed 49 listed companies. Methodologically, this study followed the principles of a multi-method research. Its operationalization was first based on a bibliographic investigation developed to understand what is considered business at BOP - which was characterized in this research as the company that: develop products to the BOP market; to be in BOP communities, with job creation being an intervention in environmental conditions; invested in training and education for entrepreneurs located in BOP communities; or, financed local infrastructure for BOP communities. In this survey, it was possible to identify two companies' capacities, which can induce organizations to develop business in BOP: social responsibility and innovation. Thus, these theories not only supported field research, but were fundamental theories for the thesis. The second stage of the study was operationalized through research on secondary data, where we used online data about the companies, building a database. It was possible to verify that the Brazilian MNCs do not have business in the BOP market as an approach in the company's global business strategy - but there are companies that are more engaged in business development at BOP, such as Banco Bradesco, Artecola, Vale, Natura, Klabin and Banco do Brasil. Finally, it was not possible to establish a specific group of companies more likely to invest in the BOP market. The industry was not decisive in BOP's market entry, nor companies with innovation and social responsibility as business philosophy, as well as the index of internationalization. It has been found, however, that companies with older operating history are more likely to business at the BOP market, and that companies that are in BOP communities or that provide products to BOP often invest in the development of local BOP entrepreneurs. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-10-06 |
dc.date.accessioned.fl_str_mv |
2019-09-02T20:00:40Z |
dc.date.available.fl_str_mv |
2019-09-02T20:00:40Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/18116 |
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http://repositorio.ufsm.br/handle/1/18116 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.cnpq.fl_str_mv |
600200000006 |
dc.relation.confidence.fl_str_mv |
600 |
dc.relation.authority.fl_str_mv |
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dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Administração |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Administração |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
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UFSM |
institution |
UFSM |
reponame_str |
Manancial - Repositório Digital da UFSM |
collection |
Manancial - Repositório Digital da UFSM |
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