Para atuar nos mercados da Base da Pirâmide - BOP (Bottom of Pyramid) estratégias customizadas são requeridas dadas as especificidades do consumidor alvo, em que não apenas a restrição à renda se configura, mas também, o acesso ao produto e as necessidades de especificações relacionadas ao seu uso e local. Assim, as organizações precisam atuar com produtos de baixos preços e crédito, devido à restrição de renda do consumidor, obrigatoriamente trabalhando com eficiência, baixos custos de produção, maiores volumes de produção e investimentos em canais de distribuição. As principais publicações não chegaram a um acordo sobre se a atuação na BOP é produtiva ou ilusória, em que se pesem os vários estudos de caso e os vários estudos específicos de estratégias para a BOP. Recentes estudos sobre eficiência indicaram não haver diferença entre elas no mercado, no entanto, importantes autores a veem, mesmo que com grandes vieses. Até mesmo a caracterização da BOP no Brasil foi colocada em discussão. Esta pesquisa utilizou abordagem quantitativa e qualitativa na análise dos dados feitas através de survey eletrônica e questionário, que foram trabalhados por meio de metodologia multicritério e utilizando como base conceitual a Teoria dos Grupos Estratégicos. Assim, o estudo apresenta quais diferenças existem entre as eficiências financeiras das indústrias que atuam ou não na BOP e apresenta um modelo de dimensões estratégicas que estão mais associadas à alta eficiência financeira dos Grupos Estratégicos (GEs) das indústrias de móveis, de confecções, de alimentos, de bebidas, de higiene que ofertam produtos para a BOP estendida, renomeada dessa maneira por incluir a classe C no estudo, diferentemente ao conceito inicial da BOP. Adjacentes a esse objetivo principal, esta tese avaliou a correlação de eficiências com as principais variáveis econômicas e identificou quais dimensões estratégicas estão associadas aos mercados BOP-e, Não-BOP e Misto, dos GEs. A expectativa é de que a pesquisa possa ser mais um dos poucos estudos significativos que inter-relacionam estratégia e eficiência financeira no país, portanto, busca avançar no campo teórico das estratégias relacionadas à BOP, bem como, apresentar dados empíricos sobre Grupos Estratégicos e BOP, contribuindo gerencialmente com a exposição das dimensões estratégicas e estrutura financeira dos GEs que apresentam melhor eficiência financeira dentro da BOP-e, de forma a serem ponderadas pelos executivos em suas tomadas de decisões. / To operate in the Bottom of the Pyramid (BOP) markets, customized strategies are required given the specificities of the target consumer, where not only the income restriction is configured, but also the access to the product and related specifications needs to its use and location. Thus, organizations need to work with products of low prices and credit due to consumer income restriction necessarily working efficiently, lower production costs, higher production volumes and investments in distribution channels. The main publications did not reach an agreement on whether the performance in the BOP is productive or illusory, considering the various case studies and the several specific studies of strategies for BOP. Recent studies on efficiency indicated that there is no difference between them in the market, however, important authors see it, even if with great bias. Even the characterization of BOP in Brazil was placed under discussion. This research used a quantitative and qualitative approach in the analysis of the data made through electronic survey and questionnaire, which were worked through a multicriteria methodology and using as conceptual basis the Theory of Strategic Groups. Thus, the study shows that differences exist between the financial efficiencies of industries that operate or not in the BOP and presents a model of strategic dimensions that are more associated with high financial efficiency of Strategic Groups (SGs) of the furniture industry, of the clothing industry, of the food industry, of the beverage industry and of the hygiene that offer products for the extended BOP, renamed in this way by including class C in the study, unlike the initial concept of BOP. Adjacent to this main objective, this thesis evaluated the correlation of efficiencies with the main economic variables and identified which strategic dimensions are associated with the BOP-e, Non-BOP and Mixed markets of the SGs. The expectation is that the research may be one of the few significant studies that interrelate strategy and financial efficiency in the country, therefore, it seeks to advance in the theoretical field of strategies related to the BOP, as well as to present empirical data on Strategic Groups and BOP , contributing managerially with the exposure of the strategic dimensions and financial structure of the GEs that present better financial efficiency within the BOP-e, in order to be considered by the executives in their decision-making.

Submitted by Luigi Testa (luigi_testa@hotmail.it) on 2012-11-19T15:23:26Z No. of bitstreams: 1 THESIS Luigi Testa.pdf: 3189549 bytes, checksum: 17aed70d896baeab5cc4eed6e10a3856 (MD5) / Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2012-11-21T15:33:37Z (GMT) No. of bitstreams: 1 THESIS Luigi Testa.pdf: 3189549 bytes, checksum: 17aed70d896baeab5cc4eed6e10a3856 (MD5) / Made available in DSpace on 2012-11-21T17:22:12Z (GMT). No. of bitstreams: 1 THESIS Luigi Testa.pdf: 3189549 bytes, checksum: 17aed70d896baeab5cc4eed6e10a3856 (MD5) Previous issue date: 2012-11-07 / O ambiente econômico global tem registrado um conjunto de mutações poderosos durante a última década. A liderança dos países ocidentais tem sido contestada pelo crescimento de novos atores no interior da arena global, determinando uma mudança dos interesses das nações bem estabelecidas, para realidades que antes eram considerados subdesenvolvidos ou incapaz de desempenhar um papel de liderança dentro do contexto da economia global. Assim, os países emergentes ganharam a atenção dos teóricos e gerentes internacionais, que começaram a olhar para estes assuntos, não só pelo seu potencial econômico, mas também para a identificação de novas soluções para a criação de um mundo mais sustentável. A tese em questão, estruturada como um case study, precisamente tenta compreender e retratar os dois temas mencionados acima. Por um lado, a pesquisa irá investigar as dimensões do mercado da BoP, com um foco no mercado brasileiro, pelo outro lado, o trabalho irá descrever uma soluções possíveis para explorar os mercados em desenvolvimento por grandes empresas privadas: o modelo de negócio social. Este novo paradigma, que combina o desempenho financeiro com a realização de impactos sociais entre a comunidade selecionada, será aprofundar através de um caso concreto implementado pela Coca-Cola Company no Brasil, o Projeto Coletivo. De acordo com as observações preliminares, o estudo de caso terá como objetivo compreender os desafios, as oportunidades, os obstáculos organizacionais e os métodos que podem subir a partir da implementação de um negócio social em um país em desenvolvimento seguindo a perspectiva anteriormente. Os resultados obtidos mostraram que, embora o paradigma pode representam uma solução viável, muitas questões organizacionais e culturais precisam ser levados em consideração para a sua implementação bem sucedida.

The thesis " Physiotherapy of soft hand weavings disorders resulting from postneuritic over freight" is bent on weightiest consequence of over freight of hand flexor sinews, which is rupture and on one of weightiest consequences of accident states of sinews, which is transcision. Rupture and transcision of hand flexor sinews is cured in a similar surgical way, by suture and coincident is as well the subsequent alteration postoperative care. The aim of my diploma work that ties on my baccalaureate work, is rounded up from the expert literature, especially the foreign one, researching the information of possibilities and meaning of rehabilitative care in those specific problems and these information then virtually compare with the choice study sample inmates. I hereto directed everything, so as I could in the end answers the questions: what meaning has rehabilitation and whether there is any universal method that could be applied in the appropriate manner. In its experimental parts the diploma work succeeded to prove the evidence, that the rehabilitation holds irreplaceable space in therapy of hand flexor sinews after effected sutures. The study proves the obvious difference in results between the group that passed the rehabilitation therapy and the group that the rehabilitation didn't undergo. The tracked...

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

With the increasingly salient role of business in development, the bottom of the pyramid (BOP) approach is sparking great interest in multinational corporations, donor agencies, and academic circles. The BOP proposition holds that profit-generating enterprise-based ventures – typically led by multinational corporations – can reduce poverty and improve the standard of living by offering goods and services to the poor or integrating them in the value chain. BOP as a development strategy is predicated on the “inclusion” of the poor into market to enable them to reap the benefits of greater wealth and prosperity. This thesis critically investigates to what extent BOP interventions contribute to the social inclusion of marginalized groups in developing countries like Bangladesh. The thesis analyzes the case of public access information and communication technologies (ICTs) venues such as telecentres. Such venues provide access to ICTs such as Internet that enable people to access, use and share information and knowledge at an unprecedented level, offering great potential for socio-economic development. Overall, the thesis reveals the limitations in the BOP approach in contributing to inclusion, by showing the contradictions between the economic logic of business and the social imperative of inclusion. Through focusing on a broader view of inclusion, the findings highlight the complex relationship between digital inclusion and social inclusion in developing countries. In particular, the thesis problematizes the notion of “inclusive business”, which, by aiming to integrate the poor as consumers and women as entrepreneurs, serves the purpose of extending the reach of business. Thus inclusive business is rather different from a view of inclusion towards meaningfully contributing to one’s social and economic advancement. The thesis also argues that the various dimensions of inclusion are highly contingent on the business strategies and motivations of corporations as well as meso-level organizational formations. The analysis of corporate strategies uncovers how revenue making considerations are driving BOP interventions at the cost of accountability towards their stakeholders. By interrogating some of the issues silent in the discussions on business and development, such as inequality and exclusion, the work provides a counter narrative to the BOP discourse, raising questions about the uncritical repositioning of business as a development agent.

The diploma thesis defines questions of multi level marketing. This business method still expands very fast among people, who look for new ways of growing their revenue. This thesis identifies reasons for long-term expansion especially in this branch. Simultaneously in the diploma thesis I describe way of communication during dealing with particular distributors. More this thesis involves manual for starting distributors in the branch of multi level marketing.

Increasingly, developed countries' markets, which are usually characterized by wealthy customers, are getting saturated. This has necessitated that multinational corporations (MNCs) seek new solutions for their future growth and profitability. One of the markets that has attracted the attention of MNCs is the bottom of the economic pyramid (BOP), which comprises four billion people. However, reaching this market, characterized as having a low income of less than $2 a day, is not easily achievable. Corporations have to revisit their prior business models and develop winwin solutions that serve the needs of the poor and create profits. To conceptualize the market-based initiatives of MNCs at the BOP, this research employs the concept of corporate social entrepreneurship (CSE). CSE is defined in this research as the process of innovatively identifying and exploiting social opportunities in large and established organizations with the aim of creating economic and social value. The research questions that this dissertation seeks to answer are concerned with exploring the antecedents and outcomes of CSE. First, built upon three related strands of literature - social entrepreneurship, corporate entrepreneurship and corporate social responsibility - this research attempts to provide a preliminary understanding of the potential antecedents and outcomes of CSE. Then, by employing multiple qualitative and exploratory case studies, CSE and its antecedents and outcomes are empirically investigated in eight multinational companies in India. The research identifies demand conditions and stakeholder expectations as the environmental factors that predict CSE. Three organizational characteristics - management support, a network orientation towards social sector organizations, and the availability of financial resources - are also found to be determining factors. The outcomes are identified associal value creation, long-term profitability and legitimacy. These antecedents and outcomes are theoretically explained and supported by contingency theory, the contingent resource-based view and stakeholder theory.

This research study investigates the requirements or factors that will influence the acceptance and impact of mobile phone advertising to the urban Bottom of Pyramid (BoP). The framework incorporated awareness, availability, acceptability and convenience as factors for effective mobile phone advertising. Mobile phones have received unprecedented penetration rates across all markets, including LSM 1-4. This presents companies targeting this market with an excellent advertising medium with which to communicate to consumers. Companies have begun advertising via mobile phone and this research investigates the impact of this advertising, in relation to other more established mediums, as well as the most optimal mobile phone service to be used in delivery of the advertising message. The type of advertising being sent to BoP via mobile phone advertising is analysed, along with the type of advertising the urban BoP market would like to receive and possible differences identified. The research examines the recall of advertising message across various advertising media and comparisons are drawn. The research found that all aspects of the framework were applicable. Convenience and acceptability were seen as the highest drivers for effective mobile phone advertising to the South African urban BoP. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

In and amongst the institutional chaos of Africa lies a wealth of business potential for multinational corporations (MNCs) worthy of entry. This research study investigated the effect of political, regulatory and societal norm aspects of institutions on internationalising MNC, base-of-the-pyramid (BoP), strategies across various emerging economies in Africa. Although there is an abundance of literature on the BoP markets in emerging economies, literature is limited on the construct of strategy internationalisation across African countries through the institutional lens. A qualitative research methodology was used for this study to understand the institutional variables. Individual depth, semi-structured interviews were conducted with eight managers having cumulative experience across ten MNCs. The focus of the study was on the fast-moving consumer goods (FMCG) industry. However, to give the data variance five of the interviewees were employed in the FMCG industry while the others were employed in the consumer electronics, pulp and paper, and mobile telecommunications industries. The research data were analysed using an inductive approach to explore the themes discovered. These themes were: political ties and history, consumer insight, and information and communication technology (ICT). This study confirmed the importance of institutional aspects on BoP strategy internationalisation in Africa. Also, the study discovered a new and remarkable finding that acknowledges the BoP as non-traditional MNC shareholders rather than viewing the market as consumers or business partners alone. This progressive understanding of the BoP will encourage close, long-term interaction and mutualistic relationships, and foster shared commitment through embeddedness, as well as increase market penetration through creative channels and inclusive networks. From the findings above, a functional framework was developed for MNCs exploring the BoP space in Africa. The framework builds upon and advances the BoP 2.0 protocol developed by Stuart Hart, and will enable MNCs to anticipate challenges and risks associated with BoP markets in Africa. / Dissertation (MBA)--University of Pretoria, 2014. / lmgibs2015 / Gordon Institute of Business Science (GIBS) / Unrestricted

[pt] Apesar do recente aumento do número de pesquisas sobre a população de baixa renda no Brasil na área de Administração e de Marketing, pouco se estudou, ainda, sobre os padrões de consumo desse segmento na Região Nordeste. Considerando que, segundo dados do IBGE, 62,1 por cento dos trabadores nordestinos vivem de rendimentos de um salário mínimo, contra 35,9 por cento no Brasil, a presente dissertação pretende contribuir para reduzir essa relevante lacuna de pesquisa. Portanto, o objetivo desta dissertação foi identificar padrões de consumo de famílias de baixa renda da região metropolitana de Recife, a partir da composição de seu orçamento, nos anos de 2002/2003 e 2008/2009, e analisar mudanças encontradas nesse período. Com base nos dados fornecidos pela Pesquisa de Orçamentos Familiares (POF/IBGE) e utilizando técnica de análise de grupamentos (cluster), foram identificados quatro perfis de consumo nos dois períodos estudados, o que parece confirmar a heterogeneidade do segmento de baixa renda. Apesar de o período estudado ser marcado pelo aumento real do salário mínimo e da oferta de crédito, pela implementação de programas sociais do Governo Federal e pelo crescimento do investimento privado na região, verificou-se que os perfis de consumo não apresentaram grandes mudanças no intervalo de tempo em questão. Por outro lado, surgiram evidências de melhora do padrão geral de consumo das famílias de baixa renda e de sua condição de vida, o que aponta para perspectivas positivas para o padrão de consumo da população de baixa renda de Recife. / [en] Despite the recent increase in research on low-income population in Brazil in the field of Management and Marketing, little has been studied also on the consumption patterns of this segment in the Northeast. Whereas, according to IBGE, 62.1 per cent of workers receive a minimum wage, against 35.9 per cent in Brazil, this paper aims to contribute to reduce this significant research gap. Therefore, the aim of this thesis was to identify patterns of low-income families in the metropolitan area of Recife, from the composition of its budget in the years 2002/2003 and 2008/2009, and analyze changes found in this period. Based on data provided by the Household Budget Survey (POF /IBGE) and using technical analysis of clusters, we identified four profiles of consumption in both periods studied, which seems to confirm the heterogeneity of low-income segment. Although the study period is marked by a real increase in the minimum wage and the supply of credit, for the implementation of social programs of the Federal Government and the growth of private investment in the region, it was found that consumption profiles showed no major changes in the interval of time in question. On the other hand, there was evidence of improvement in general pattern of consumption of low-income families and their quality of life, which points to a positive outlook for the consumption pattern of low-income population of Recife.