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

Renata Giovinazzo Spers | Zendy; James Terence Coulter Wright | Zendy

Open Access

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

Author(s) -

Renata Giovinazzo Spers,

James Terence Coulter Wright

Publication year - 2013

Publication title -

brazilian business review

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.176

H-Index - 4

ISSN - 1808-2386

DOI - 10.15728/bbr.2013.10.2.2

Subject(s) - business , industrial organization , pyramid (geometry) , promotion (chess) , corporation , marketing , earnings , international market , business administration , accounting , commerce , finance , physics , politics , political science , law , optics

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 Boticario, AmBev, Embraco, Perdigao 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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