From a karaoke capitalism to a sustainable capitalism

• Autor(a) principal: Fernandes, Pedro Miguel Silvério
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/6902
• topic: Social; Inovação Innovation; BoP; Strategy; Communities; Estratégias; Comunidades

Nowadays, we live in a globalized world which is ruled by the free capitalist market. Companies are constantly challenged by intense competition and the economy is dependent on markets. Thus enterprises, especially MNCs, have a strong impact on societies and should be aware of their responsibility towards them. This master thesis picks up the concepts of karaoke capitalism created by Ridderstråle and Nordström (2006), social innovation and the BOP proposition from Prahalad and Hart (2002) in order to analysis how MNCs can be profitable and competitive by addressing the less fortuned people at the BOP in underdeveloped countries through social innovation contributes. To analyze properly how it is possible, two case studies were developed that took place in the rural India. The first one covers one MNC that was not able to find profit by addressing the Indian rural poor as the BOP protocol defends, though it contributed for a prospered community. The second presents another MNC which was able to find profit at the Indian rural BOP costumer also improving social gaps in the meanwhile. Further, the theory behind social innovation and the BOP Protocol is explored, so that we can better understand and try to find the reason why and how one case was more successful than the other. The challenge of making profits while improving and bringing benefits to society is a subject worthwhile studying. Thus, this is also the main goal of this study: to prove it is possible to have a healthy business by creating social innovation.