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

Spers, Renata Giovinazzo; Wright, James Terence Coulter

doi:10.15728/bbr.2013.10.2.2

Cited by 2 publications

(3 citation statements)

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“…It uses the attributes of the Brazilianness (such as Brazilian active ingredients, association with nature, diversity and innovation) non-explicitly. In contrast, in the French market, Brazil's image is used as a differentiating element, as it involves a traditional market in the cosmetic industry (Spers & Wright, 2013). In France, Natura is known as Natura Brazil.…”

Section: Final Considerationsmentioning

confidence: 99%

Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Sutter¹,

MacLennan²,

Fernandes³

et al. 2015

Rev. Bras. Mark.

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This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.

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Section: Final Considerationsmentioning

confidence: 99%

Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Sutter¹,

MacLennan²,

Fernandes³

et al. 2015

Rev. Bras. Mark.

View full text Add to dashboard Cite

show abstract

“…Consequentemente, a adoção de inovação também tende a aumentar. Este fenômeno tem chamado atenção das empresas nacionais e internacionais, que tem aumentado o investimento em países emergentes (Spers & Wright, 2013).…”

Section: Contextualizaçãounclassified

“…Fornecer informações para as empresas desenvolverem produtos específicos e acessíveis para este mercado é essencial para o crescimento social e econômico nas economias emergentes. (Spers & Wright, 2013). Isso pode ser notado também na maturidade que o varejo brasileiro atingiu, tanto os grandes quanto os pequenos, bem como na amplitude de distribuição que a indústria alcançou (Barki, 2010;Barki et al, 2013).…”

Section: Justificativaunclassified

Adoção da inovação pelo consumidor de baixa renda

Nogami¹

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Research on innovation and the low-income market usually focus on product development and marketing management, taking a top-down approach, from companies to consumers. This approach suggests prescriptive texts on management of multinational companies in both developed markets and emerging markets. From an individual point of view, it has given little attention to understanding the adoption of innovation by low-income consumers. This PhD dissertation aimed to investigate the concept of innovation from this perspective, taking a bottom-up approach, mainly focusing on consumers rather than companies. Therefore, the aim of the dissertation is to analyze the factors influencing the innovation adoption of products for low-income consumers. The empirical object of the dissertation consists in the smartphone market since is a product with innovative features and affordable to low-income consumers. The theoretical assumptions that support the dissertation consists of the constraints faced by consumers in the market of the base of the pyramid, which include low income, lack of information and knowledge and lack of confidence. These individual constraints caused by infrastructural problems affect negatively the adoption of innovation by consumers. This relationship supports the main effect of the dissertation model, the hypothesis 1. The literature and concepts used to support the research were the Antecedents of UTAUT 2, 4A's of Anderson and Billou, 12 Principles of Prahalad, Disruptive Innovation, Innovation Reverse, and Inclusive innovation. A review of these theories resulted in four concepts that we consider factors that influence adoption of innovation in low-income market, which are the Features and Benefits (CB), Ease of Use (FU), Simplicity (SI), and Affordability (PA) of products. These concepts resulting from the literature review supported the hypotheses 2, 3, 4 and 5 that analyze the moderating effect of these variables on the adoption of innovation. To achieve each of the two specific objectives of the dissertation, two studies were conducted. Study 1, exploratory phase, consisted of six focus groups conducted in Favela of Paraisópolis in Sao Paulo and a complementary inquiry of 11 in-depth interviews conducted in rural areas of South India. The study 1 aimed to identify the factors that influence adoption of innovation by low-income consumers. Study 2, descriptive phase, consisted of a survey carried out in three low-income areas in São Paulo city that aimed to analyze the direct relationship between the constraints of low-income consumers and the adoption of innovation (H1) and moderating effect of Features and Benefits (H2), Ease of Use (H3) Simplicity (H4) and Affordable Price (H5) of this relationship. Study 2 also included an additional research involving a survey carried out with high-income consumers. The main results of the study 1 (exploratory phase) show that the income constraints, lack of information, knowledge and confidence really affect the rate of adoption of innovation. In addition, more tha...

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

Cited by 2 publications

References 21 publications

Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Adoção da inovação pelo consumidor de baixa renda

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