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Miopia estratégica

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  • Alexandre Faria

Abstract

Cresce a popularidade das estratégias de marketing focadas na base da pirâmide. O fenômeno tem sido liderado por grandes corporações globais e observado principalmente em economias emergentes. A expectativa endereçada a essas estratégias é de que atinjam, ao mesmo tempo, um alvo econômico e um alvo social, com a erradicação da pobreza mediante a ampliação do consumo. Este artigo destaca questões estratégicas ignoradas por essa perspectiva em marketing e aponta como essa miopia estratégica deve ser superada em economias emergentes.

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Handle: RePEc:ekm:gvexec:v:5:y:2006:i:4:id:34216
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