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

Detalhes bibliográficos
Autor(a) principal: Spers, Renata Giovinazzo
Data de Publicação: 2013
Outros Autores: Wright, James Terence Coulter
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/209
Resumo: 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 Natura, O 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.
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spelling An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) marketsUma análise das dimensões estratégicas críticas para a internacionalização das empresas brasileiras nos mercados de base da pirâmide (BOP) globaisInternational strategiesbase-of-pyramid (BOP) marketsBrazilian multinational companiesEstratégias internacionaismercados de base-da-pirâmideempresas multinacionais brasileirasThis 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 Natura, O 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.Este trabalho apresenta as dimensões estratégicas críticas para atuar em mercados internacionais de Base-da-Pirâmide (BOP). As variáveis estudadas são motivos para a internacionalização: preços, promoção, distribuição, produtos, inovação, ingresso em mercados e processos. Uma pesquisa descritiva, investigativa de vários casos foi desenvolvida com as empresas brasileiras Natura, O Boticário, AmBev, Embraco, Perdigão e Havaianas. Análises longitudinais e comparativas levaram à conclusão que o principal motivo para o ingresso nos mercados BOP internacionais são as maiores vendas e receitas de longo prazo. Dimensões estratégicas críticas são gestão de marcas, mistura de produtos adequada, inovação do processo, relacionamentos com stakeholders e fortalecimento da cultura corporativa.FUCAPE Business Shool2013-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/20910.15728/bbr.2013.10.2.2Brazilian Business Review; Vol. 10 No. 2 (2013): April to June 2013; 25-48Brazilian Business Review; v. 10 n. 2 (2013): Abril a Junho de 2013; 25-481808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/209/320http://www.bbronline.com.br/index.php/bbr/article/view/209/321Spers, Renata GiovinazzoWright, James Terence Coulterinfo:eu-repo/semantics/openAccess2018-11-06T19:52:07Zoai:ojs.pkp.sfu.ca:article/209Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:52:07BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
Uma análise das dimensões estratégicas críticas para a internacionalização das empresas brasileiras nos mercados de base da pirâmide (BOP) globais
title An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
spellingShingle An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
Spers, Renata Giovinazzo
International strategies
base-of-pyramid (BOP) markets
Brazilian multinational companies
Estratégias internacionais
mercados de base-da-pirâmide
empresas multinacionais brasileiras
title_short An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
title_full An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
title_fullStr An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
title_full_unstemmed An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
title_sort An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets
author Spers, Renata Giovinazzo
author_facet Spers, Renata Giovinazzo
Wright, James Terence Coulter
author_role author
author2 Wright, James Terence Coulter
author2_role author
dc.contributor.author.fl_str_mv Spers, Renata Giovinazzo
Wright, James Terence Coulter
dc.subject.por.fl_str_mv International strategies
base-of-pyramid (BOP) markets
Brazilian multinational companies
Estratégias internacionais
mercados de base-da-pirâmide
empresas multinacionais brasileiras
topic International strategies
base-of-pyramid (BOP) markets
Brazilian multinational companies
Estratégias internacionais
mercados de base-da-pirâmide
empresas multinacionais brasileiras
description 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 Natura, O 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.
publishDate 2013
dc.date.none.fl_str_mv 2013-04-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/209
10.15728/bbr.2013.10.2.2
url http://www.bbronline.com.br/index.php/bbr/article/view/209
identifier_str_mv 10.15728/bbr.2013.10.2.2
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/209/320
http://www.bbronline.com.br/index.php/bbr/article/view/209/321
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 10 No. 2 (2013): April to June 2013; 25-48
Brazilian Business Review; v. 10 n. 2 (2013): Abril a Junho de 2013; 25-48
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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