MNCs and micro-entrepreneurship in emerging economies: The case of Avon in the Amazon
This article examines the activities of multinational corporations (MNCs) in the direct sales industry through an ethnographic case study of micro-entrepreneurship in the Brazilian Amazon. In large emerging economies, intra-country heterogeneity poses challenges for MNCs. Because national trends often obscure regional variations, the case study highlights the realities of the rural Amazon, and the specific challenges and potential for MNCs. Findings from the case study support three propositions. The development of direct sales networks in remote areas facilitates: (1) additional entrepreneurship, and encourages a progression from necessity to opportunity entrepreneurship; (2) social change in gender norms, including higher level of female empowerment and decision-making within families and communities; and (3) a reconciliation of local and global values on beauty and fashion for customers, leading to stronger brand relationships. By leveraging micro-entrepreneurship, MNCs can compete with local firms, even in rural areas lacking basic infrastructure, to the benefit of communities and individuals.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 16 (2010)
Issue (Month): 4 (December)
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/601266/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/601266/bibliographic|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- S Tamer Cavusgil & Shaoming Zou & G M Naidu, 1993. "Product and Promoting Adaptation in Export Ventures: An Empirical Investigation," Journal of International Business Studies, Palgrave Macmillan, vol. 24(3), pages 479-506, September.
- Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan, vol. 25(3), pages 579-604, September.
- Wade M Danis & Dan S Chiaburu & Marjorie A Lyles, 2010. "The impact of managerial networking intensity and market-based strategies on firm growth during institutional upheaval: A study of small and medium-sized enterprises in a transition economy," Journal of International Business Studies, Palgrave Macmillan, vol. 41(2), pages 287-307, February.
- 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.
- David A Griffith & Salih Tamer Cavusgil & Shichun Xu, 2008. "Emerging themes in international business research," Journal of International Business Studies, Palgrave Macmillan, vol. 39(7), pages 1220-1235, October.
- Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
- Petersen, Bent & Pedersen, Torben, 2002. "Coping with liability of foreignness: Different learning engagements of entrant firms," Journal of International Management, Elsevier, vol. 8(3), pages 339-350.
When requesting a correction, please mention this item's handle: RePEc:eee:intman:v:16:y:2010:i:4:p:412-424. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If references are entirely missing, you can add them using this form.