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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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  • Renata Giovinazzo Spers

    (Universidade de São Paulo)

  • James Terence Coulter Wright

    (Universidade de São Paulo)

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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 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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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 10 (2013)
    Issue (Month): 2 (June)
    Pages: 25-48

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    Handle: RePEc:bbz:fcpbbr:v:10:y:2013:i:2:p:25-48

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    Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
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    Related research

    Keywords: . International strategies; base-of-pyramid (BOP) markets; Brazilian multinational companies.;

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    1. Ted London & Stuart L Hart, 2004. "Reinventing strategies for emerging markets: beyond the transnational model," Journal of International Business Studies, Palgrave Macmillan, vol. 35(5), pages 350-370, September.
    2. Klaus E Meyer, 2004. "Perspectives on multinational enterprises in emerging economies," Journal of International Business Studies, Palgrave Macmillan, vol. 35(4), pages 259-276, July.
    3. Kirsch, Robert J. & Laird, Kenneth R. & Evans, Thomas G., 2000. "The Entry of International CPA Firms into Emerging Markets: Motivational Factors and Growth Strategies," The International Journal of Accounting, Elsevier, vol. 35(1), pages 99-119, 03.
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