Submitted by Anna-Katharina Lenz (annakatharinalenz@hotmail.com) on 2012-07-06T18:48:28Z No. of bitstreams: 1 Last Version 120706.pdf: 2130381 bytes, checksum: 6e292a6c87740a84020d23cbd844e453 (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2012-07-09T15:01:23Z (GMT) No. of bitstreams: 1 Last Version 120706.pdf: 2130381 bytes, checksum: 6e292a6c87740a84020d23cbd844e453 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-07-11T14:51:10Z (GMT) No. of bitstreams: 1 Last Version 120706.pdf: 2130381 bytes, checksum: 6e292a6c87740a84020d23cbd844e453 (MD5) / Made available in DSpace on 2012-07-11T14:51:28Z (GMT). No. of bitstreams: 1 Last Version 120706.pdf: 2130381 bytes, checksum: 6e292a6c87740a84020d23cbd844e453 (MD5) Previous issue date: 2012-06-04 / A Base-da-Pirâmide (Base ofthePyramid- BoP) é referida na literatura como sendo o segmento sócio-econômico mais baixo em termos de paridade do poder de compra. Esse segmento encontrase geralmente excluído do sistema capitalista global. Esta tese analisa o tema BoP e discute dentro de um contexto sócio-econômico, como essa abordagem se relaciona com outras áreas de pesquisa, assim como a teoria do desenvolvimento internacional e a teoria de negócios internacionais. Estas duas teorias são identificadas como tendo uma relação mais forte com BoP. No que se segue, a abordagem BoP é incorporada nessas duas teorias com o objetivo de tornar este conceito mais claro e abrangente. Seguindo este raciocínio a abordagem BoP vem identificar contribuições no tocante a cada uma dessas abordagens teóricas. O argumento principal da tese é que a abordagem BoP é capaz de ligar essas duas teorias (teoria do desenvolvimento internacional e a teoria de negócios internacionais) em um só modelo teórico, mostrando assim que essas duas abordagens teóricas distintas podem na realidade serem complementares. / The Base-of-the-Pyramid (BoP) stands in the literature for the lowest socioeconomic segment in terms of purchasing power parity and presents the segment that is generally excluded from the current system of global capitalism. This thesis looks at the current discussion of how the BoP, as a socio-economic segment is generally attended and what links exist to related research fields. Hereby, International Development theory and International Business (IB) theory are identified as being those two theories that stand in closest connection to the BoP approach. In the following, the BoP approach is embedded in those two theories with the aim of making the theoretical concept clear from which the BoP approach is arising and identify contributions that can be derived from the BoP approach for each theoretical field. The main argument of the thesis is that the BoP approach is able to bridge IB theory and International Development Theory. The BoP approach thus shows that the two theoretical fields that generally ignore each other can go hand-in-hand and contribute each other by combining their capabilities.

Submitted by Danilo Weiner (danilo@weiner.com.br) on 2013-06-04T17:40:08Z No. of bitstreams: 1 Weiner,_Danilo__Dissertaçao_vfinal.pdf: 2150749 bytes, checksum: b7a3c98fbe82404e8ca9d4657339f938 (MD5) / Rejected by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br), reason: Boa tarde Danilo, Falta contra capa segunda página, ficha catalográfica terceira página e para alterar o título é necessário o orientador relatar no verso da ATA (secretaria de registro 2º andar). Titulo anterior:OS DESAFIOS DE COMUNICAÇÃO DA EMPRESA COM POSICIONAMENTO MAIS PREMIUM FRENTE A CLASSE MÉDIA EMERGENTE Por favor, verifique uma tese na biblioteca digital como modelo. Att. Suzi 3799-7876 on 2013-06-04T18:15:43Z (GMT) / Submitted by Danilo Weiner (danilo@weiner.com.br) on 2013-06-04T19:51:15Z No. of bitstreams: 1 Weiner,_Danilo__Dissertaçao_vfinal.pdf: 2158597 bytes, checksum: 59b0f6d9c152d03b1cb97639bfdd99dd (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-06-04T19:54:25Z (GMT) No. of bitstreams: 1 Weiner,_Danilo__Dissertaçao_vfinal.pdf: 2158597 bytes, checksum: 59b0f6d9c152d03b1cb97639bfdd99dd (MD5) / Made available in DSpace on 2013-06-04T19:55:27Z (GMT). No. of bitstreams: 1 Weiner,_Danilo__Dissertaçao_vfinal.pdf: 2158597 bytes, checksum: 59b0f6d9c152d03b1cb97639bfdd99dd (MD5) Previous issue date: 2013-05-06 / Sob o acrônimo BOP (Bottom of Pyramid), muito se tem discutido sobre as vantagens empresariais de atender a uma classe emergente de aproximadamente 4 bilhões de pessoas ao redor do mundo (Prahalad 2005), como uma das formas de se defender da estagnação do consumo nos países mais desenvolvidos. Se hoje a discussão já está mais bem delineada, é muito em função de artigos de estudiosos como Prahalad, Hammond e Yunus que colocaram a base da pirâmide no centro do debate. Há empresas referência mundial nessa transição de atendimento para o BOP, como a GE na China ou a Unilever na Índia. Mas para o caso brasileiro, parece ainda não haver igual expressão, sendo a emergência do BOP mais recente. Algumas dessas empresas orientadas para as classes emergentes têm mudado seu modelo de negócios. Outras criam submarcas voltadas às classes emergentes e sofrem os impactos dessas decisões sobre a arquitetura de marcas. E, finalmente, há empresas que utilizam um conjunto de signos e códigos de comunicação na oferta de seus produtos e serviços que acreditam ser bem aceitos transversalmente nas classes sociais. O objetivo geral da dissertação foi avaliar quais códigos e signos de comunicação as empresas com posicionamento premium devem utilizar numa comunicação com essa classe emergente, sem correr o risco de afastar seu público-alvo original (das classes AB). O método inclui a ferramenta denominada Value Reframing (Reenquadramento de Valor), para a busca de novos valores para um produto ou serviço em um novo contexto de mercado. Tal ferramenta não prevê teste de rejeição dentro do público original. Então foram coletados: 1) os valores mais bem aceitos pela nova classe média; 2) os valores avaliados e não rejeitados por consumidores da classe AB. Em conclusão, é possível utilizar signos e códigos com aceitação nas duas classes (como uso do humor nas mensagens ou a sensação de que a mensagem foi direcionada para a pessoa). A adoção desses elementos podem ser mais bem sucedidos se acompanhados de uma discussão sobre o modelo de negócios vigente, para atender melhor a nova classe média.

This study is concerned with investigating whether corporate social responsibility (CSR) initiatives provide a means to build brand equity, specifically emotional connections known as share of heart, in bottom of the pyramid (BOP) markets. Research has found that brand experiences, positive product outcomes and nostalgia are antecedents to share of heart; however, this presupposes developed markets in which categories have already achieved primary demand.In underdeveloped BOP markets, market expansion is challenging and necessitates investments into social initiatives to increase the welfare of the community. The study proposes the use of CSR initiatives to encourage brand building as consumers were found to form an emotional attachment with brands, which brings about loyalty and intentions to purchase.A correlation study was carried out to determine whether a relationship existed between CSR and emotional attachment and whether this predicts greater intentions to purchase. The research confirmed that CSR is an antecedent to EA; however, the results revealed that certain conditions have to be met before consumers can connect with brands emotionally. The findings also indicated that CSR awareness fosters positive CSR beliefs, whereas consumers‟ emotional attachment towards the brand explains their intention to purchase the brand. Copyright / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

“Over the past ten years, ITCs have become an important element in sustaining economic growth and poverty reduction through increasing efficiencies, enabling the delivery of social services, or creating new sources of income and employment” (Fourati, 2009, p. 37) . m-banking is one such technological development that has a potential to increase economic participation by low-income consumers. This research examines the factors influencing the adoption of mobile banking by low-income consumers in South Africa, with a special focus on the banking needs of the poor. The research framework was adapted from Tan and Teo (2000) and assessed the impact of these nine variables on the intention to adopt m-banking: relative advantage, compatibility with values, compatibility with banking needs, compatibility with cell phone use experience, complexity, “trialibility”, risk, self-efficacy and support. Data for this study was collected through a physical hardcopy survey in Soweto, in Gauteng.The research found that low-income consumers will consider adopting m-banking as long as it is offers them an improved way over the current mechanisms of managing their money, it is compatible with their financial services needs and they consider themselves as having the necessary skills to use it. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Business leaders often leave more than half of the world's population the bottom of the pyramid (BOP), a $5-trillion market of potential consumers untapped for products and services on account of failing to see BOP markets as profitable for business, yet business leaders who have managed inclusive BOP marketing in Nigeria have experienced profit margins as high as 120%. The purpose of this multiple case study was to explore strategies of business leaders who market to BOP consumers in Nigeria and maintain a profit. The study population consisted of 3 business leaders in the Dallas and Fort Worth metropolitan area who marketed to BOP consumers in Nigeria and maintained a profit. The conceptual framework that grounded the study was BOP marketing theory. Data were collected through semistructured in-depth interviews and company documents, with member checking implemented to strengthen creditability and trustworthiness. Based on the methodological triangulation of the data sources collected, 3 emergent themes were identified following 5 stages of data analysis. The themes were (a) maintain low profit margins in marketing essential items to the BOP in Nigeria, (b) maintain high profit margins in marketing to the non-BOP in Nigeria, and (c) market scaled-down products to the BOP in Nigeria. The findings from this study may contribute to social change by providing insights and strategies for business leaders seeking to prepare for and sustain profitability. The data from this study may contribute to higher profit margins for business leaders as well as job placement and entrepreneurship opportunities for the communities of Nigeria.

With the convergence of banking services and mobile technologies, users are able to conduct banking services at any place and at any time through mobile banking (Gu, Lee&Suh, 2009). This research examines the factors influencing the adoption of mobile banking by the Bottom of the Pyramid (BOP) in South Africa, with a special focus on trust, perceived cost and perceived risk including the facets of perceived risks: performance risk, security/privacy risk, time risk, social risk and financial risk. The research model includes the original variables of extended technology acceptance model (TAM2) (Venkatesh&Davis, 2000). Data from this study was collected through a physical hardcopy survey in townships around Gauteng. The research has found that customers in the BOP will consider adopting mobile banking as long as it is perceived to be useful and perceived to be easy to use. But the most critical factor for the customer is cost; the service should be affordable. Furthermore, the mobile banking service providers, both the banks and mobile network providers, should be trusted. Trust was found to be significantly negatively correlated to perceived risk. Thus, trust plays a role in risk mitigation and in enhancing customer loyalty. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Spinal cord injury and stroke affect many people each year and can result in the loss of muscle function. Current research attempts to correct muscle paralysis through the use of mechanical braces or through open-loop stimulation methods. However, prosthetic systems that use closed-loop control strategies can offer improved functionality by accounting for the changing dynamics associated with the human body and external disturbances. In particular, closed-loop functional electrical stimulation (FES) offers the possibility of moving paralyzed muscles in a predetermined manner, allowing a paraplegic individual to regain the ability to perform some tasks. An experimental setup was designed for the development and testing of a closed-loop FES control system, as well as the characterization of muscle properties. Due to the complexities associated with using a human subject, an inverted pendulum model is utilized for this preliminary study. This model is a basic engineering control problem often used when studying postural control in humans. In particular, electrical stimuli will be applied to the gastrocnemius muscle of a frog in order to produce a contraction force that will drive an inverted pendulum and maintain its desired angle. The stimulation signal will be determined by control algorithms applied through the use of Matlab® and implemented in real-time with a data acquisition system. This setup will help provide an understanding of the muscle behavior and can be used to establish the validity of proposed controller methods.

Le but de ce travail est de mener une enquête sur les principaux aspects du choro brésilien et sur l'approche compositionnelle du pianiste et compositeur américain Thelonious Monk afin de créer des pièces originales inspirées de l'hybridation de ces deux approches musicales. Le choro est un genre musical qui a beaucoup influencé la musique brésilienne depuis son apparition au XIXe siècle. Par ailleurs, l'énigmatique musique de Thelonious a contribué à la création et au développement du bebop jazz. Ces deux approches ont subi le processus d'hybridation musicale comme élément clé dans leurs consolidation et création au cours du temps. Pour mon projet, l'approche compositionnelle de Monk m'a inspiré en tant que source d'expérimentation pour restructurer le choro. De la même façon, les différents aspects du choro m'incitent à les utiliser comme des outils permettant la modification du style de Monk. Leurs façons de structurer la mélodie, l'harmonie et le rythme sont à la base de mes compositions. J'explore plus précisément le défi de mettre en interaction ces deux approches en développant un vocabulaire capable d'équilibrer leurs éléments, et ce à travers mes propres compositions. Par l'observation et l'analyse de ces éléments et structures, j'ajoute quelques considérations interprétatives dans le but de collaborer aussi à la performance. Ce projet retrace aussi les aspects historiques du choro et de Monk avec l'idée de faire mieux comprendre leurs origines et leurs processus de formation. Chaque composition présente une combinaison d'éléments structurels assez variés qui visent à une interaction et à une intégration équilibrées, stimulées par ma propre individualité artistique. Ce projet a pour ambition d'aider les musiciens dans leur interprétation musicale en encourageant la création. / The aim of this work is to investigate the main aspects of Brazilian choro and the compositional approach of American pianist and composer Thelonious Monk to create original pieces inspired by the hybridization of these two musical approaches. Choro is a musical genre that has greatly influenced Brazilian music since its appearance in the nineteenth century. In addition, the enigmatic music of Thelonious contributed to the creation and development of Bebop jazz. Both approaches have undergone the process of musical hybridization as a key element in their consolidation and creation over time. For my project, Monk's compositional approach inspired me as a source of experimentation to restructure the choro. In the same way, the different aspects of choro encourage me to use them as tools allowing the modification of Monk's style. Their ways of structuring melody, harmony and rhythm are at the base of my compositions. I explore more precisely the challenge of interacting these two approaches by developing a vocabulary able to balance their elements, and this through my own compositions. By observing and analyzing these elements and structures, I add some interpretative considerations in order to collaborate also on performance. This project also traces the historical aspects of Choro and Monk with the idea of making better understand their origins and their training processes. Each composition presents a combination of quite varied structural elements that aim at balanced interaction and integration, stimulated by my own artistic individuality. This project aims to help the musicians in their musical interpretation by encouraging the creation.

No description available.

Quelques chercheurs ont récemment étudié le rôle de levier d’innovation, voire même d’innovation inversé des projets social business ou BOP pour les multinationales des pays développés.Cette étude longitudinale analyse en profondeur le cas d’une multinationale de l’agroalimentaire, et explore le rôle des projets social business et BOP (SBOP) dans le renouveau stratégique de cette entreprise : l’aidant à être simultanément plus durable (face aux défis environnementaux et sociaux actuels) et compétitive. Elle analyse le processus de ce renouveau stratégique mené à partir des projets SBOP et les facteurs clés de succès de ce renouveau ; parmi eux : une double approche (« top down » et « bottom up »), articulée sur trois niveaux: individuel, collectif and organisationnel. Elle met aussi en valeur l’impact de l’orientation sociétale des projets, comme accélérateur et amplificateur de ce renouveau. / For a few years researchers have been focusing on the BOP as a lever for innovation and even reverse innovation for MNEs from developed countries. This in depth longitudinal study of an agrofood company explores the role of BOP and social business (SBOP) initiatives as a lever for strategic renewal of a whole company: helping it become simultaneously more sustainable (as regards our global environmental and social challenges) and more competitive. It analyses the process of this renewal and the key factors of its success; among them: a double (top down and bottom up) approach: articulated on three levels: individual, collective and organizational. It also analyses the role of a socially oriented focus as a booster of this strategic renewal.