[pt] Alguns trabalhos já foram realizados sobre a compra de alimentos por consumidores de baixa renda (Grossi, Motta e Hor-Meyll, 2008; Parente, Barki e Kato, 2005). Entretanto, tais trabalhos foram conduzidos com base em relatos feitos a posteriori pelos consumidores. Este estudo, de caráter exploratório, procurou melhor conhecer o comportamento desses consumidores no ponto de venda. Inicialmente, foi feita observação dos trajetos e comportamentos dos consumidores em mercados localizados em quatro bairros de baixa renda per capita na cidade do Rio de Janeiro. O comportamento dos consumidores, incluindo reações durante a compra, comparações entre opções disponíveis, hesitações, demora para escolher e trocas realizadas, foi observado. Em seguida, esses consumidores foram entrevistados, com temas envolvendo a formulação de sua lista de compras e sobre os comportamentos observados durante a compra. O estudo revelou que, apesar da forte influência que a restrição de renda impõe ao processo de compra de alimentos, outros fatores também parecem ajudar a explicar sua tomada de decisão no ponto de venda. Das observações realizadas e do discurso dos informantes sobressaíram influências ligadas ao ambiente do mercado, à relação dos consumidores com as marcas disponíveis e ao risco percebido por esses consumidores. / [en] Some studies focused on food purchase by low-income consumers have been published in the last years (Grossi, Motta e Hor-Meyll, 2008; Parente, Barki and Kato, 2005). However, these studies were based in data collected after the purchase and provided by consumers. This exploratory study aimed to increase understanding of low-income consumers behavior at the point of sale. Initially, consumer routes and behaviors in four supermarkets located in low-income areas in Rio de Janeiro were observed and noted. Then, those consumers whose purchase paths had been observed answered questions about shopping list formulation, behavior in store, decisions made in store, hesitation in making some choices. The results show that, beside the fact that income constraint played an important role in food purchasing, other factors help to understand decision making in supermarkets by low-income consumers. From observation and interviews emerged influences related to store environment, to how available brands are perceived and to the risk perceived by consumers at the bottom of the economic pyramid.

Pesquisas sobre inovação e o mercado de baixa renda focam eminentemente no desenvolvimento de produtos e gestão de marketing, assumindo uma postura top-down, das empresas para os consumidores. Esta postura sugere textos prescritivos sobre gestão de empresas multinacionais, tanto em mercados desenvolvidos quanto em mercados emergentes. Do ponto de vista individual, tem se dada pouca atenção para compreender a adoção da inovação pelos consumidores de baixa renda. A presente tese busca investigar o conceito de inovação por esta perspectiva, assumindo uma postura bottom-up, focando principalmente nos consumidores. Desta forma, o objetivo da tese consiste em analisar os fatores que influenciam a adoção da inovação de produtos por consumidores de baixa renda. O recorte empírico da tese consiste no mercado de smartphones que é um produto com atributos inovadores e acessíveis aos consumidores de baixa renda. Os pressupostos teóricos que embasam a tese consistem nas restrições encontradas pelos consumidores do mercado da base da pirâmide, que englobam a baixa renda, falta de informação e conhecimento e falta de confiança. Essas restrições individuais causadas por problemas estruturais (transporte, educação, saúde, moradia, saneamento e etc.) afetam negativamente a adoção de inovação por consumidores. Essa relação sustenta o efeito principal do modelo da tese que consiste na hipótese 1. A literatura e conceitos utilizados para subsidiar a pesquisa foram Antecedentes do UTAUT 2, 4 As de Anderson e Billou, 12 Princípios de Prahalad, Inovação Disruptiva, Inovação Reversa e Inovação Inclusiva. A revisão destas teorias resultou em quatro conceitos que consideramos fatores influenciadores da adoção da inovação no mercado de baixa renda, que são as Características e Benefícios, Facilidade de Uso, Simplicidade e Preço Acessível dos produtos. Esses conceitos resultantes da revisão da literatura sustentaram as hipóteses 2, 3, 4 e 5 que analisam o efeito moderador dessas variáveis sobre a adoção da inovação. Para atingir cada um dos dois objetivos específicos da tese, dois estudos foram realizados. O estudo 1, fase exploratória, consistiu em seis grupos de foco realizados na Favela de Paraisópolis em São Paulo e uma pesquisa complementar com 11 entrevistas realizadas em regiões rurais do Sul da Índia. O estudo 1 objetivou identificar os fatores que influenciam a adoção da inovação por consumidores de baixa renda. O estudo 2, fase descritiva, consistiu em uma pesquisa de levantamento realizada em 3 regiões de baixa renda na cidade de São Paulo que objetivou analisar a relação direta entre as restrições dos consumidores de baixa renda e a adoção da inovação (H1) e o efeito moderador de Características e Benefícios (H2), Facilidade de Uso (H3), Simplicidade (H4) e Preço Acessível (H5) desta relação. O estudo 2 também contemplou uma pesquisa complementar de levantamento, realizada com consumidores de alta renda. Os principais resultados do estudo 1 (fase exploratória) revelam que as restrições de renda, informação, conhecimento e confiança afetam a taxa de adoção da inovação. Além disso, mais do que o aquisição e compra dos produtos, a adoção está diretamente relacionada ao uso dos smartphones. Por fim, identificamos que há uma sobreposição de agentes no mercado de smartphones que gera confusão para os consumidores. Diferentes empresas fabricantes, varejistas, operadoras e desenvolvedoras dos sistemas operacionais se posicionam no mercado concomitantemente e acabam confundindo os consumidores acerca da real responsabilidade e atividade de cada um deles. Os principais resultados do estudo 2 (fase descritiva) confirmam as hipóteses 1 (efeito principal), 3, 4 e 5 (efeito moderador de FU, SI e PA), indicando estatisticamente que as restrições da baixa renda afetam negativamente a adoção da inovação e que a facilidade de uso, simplicidade e preço acessível moderam positivamente essa relação. / Research on innovation and the low-income market usually focus on product development and marketing management, taking a top-down approach, from companies to consumers. This approach suggests prescriptive texts on management of multinational companies in both developed markets and emerging markets. From an individual point of view, it has given little attention to understanding the adoption of innovation by low-income consumers. This PhD dissertation aimed to investigate the concept of innovation from this perspective, taking a bottom-up approach, mainly focusing on consumers rather than companies. Therefore, the aim of the dissertation is to analyze the factors influencing the innovation adoption of products for low-income consumers. The empirical object of the dissertation consists in the smartphone market since is a product with innovative features and affordable to low-income consumers. The theoretical assumptions that support the dissertation consists of the constraints faced by consumers in the market of the base of the pyramid, which include low income, lack of information and knowledge and lack of confidence. These individual constraints caused by infrastructural problems affect negatively the adoption of innovation by consumers. This relationship supports the main effect of the dissertation model, the hypothesis 1. The literature and concepts used to support the research were the Antecedents of UTAUT 2, 4A\'s of Anderson and Billou, 12 Principles of Prahalad, Disruptive Innovation, Innovation Reverse, and Inclusive innovation. A review of these theories resulted in four concepts that we consider factors that influence adoption of innovation in low-income market, which are the Features and Benefits (CB), Ease of Use (FU), Simplicity (SI), and Affordability (PA) of products. These concepts resulting from the literature review supported the hypotheses 2, 3, 4 and 5 that analyze the moderating effect of these variables on the adoption of innovation. To achieve each of the two specific objectives of the dissertation, two studies were conducted. Study 1, exploratory phase, consisted of six focus groups conducted in Favela of Paraisópolis in Sao Paulo and a complementary inquiry of 11 in-depth interviews conducted in rural areas of South India. The study 1 aimed to identify the factors that influence adoption of innovation by low-income consumers. Study 2, descriptive phase, consisted of a survey carried out in three low-income areas in São Paulo city that aimed to analyze the direct relationship between the constraints of low-income consumers and the adoption of innovation (H1) and moderating effect of Features and Benefits (H2), Ease of Use (H3) Simplicity (H4) and Affordable Price (H5) of this relationship. Study 2 also included an additional research involving a survey carried out with high-income consumers. The main results of the study 1 (exploratory phase) show that the income constraints, lack of information, knowledge and confidence really affect the rate of adoption of innovation. In addition, more than the acquisition and purchase of products, adoption is directly related to the use of smartphones. Finally, we identified that there is an overlap of agents in the smartphone market that creates confusion for consumers. Different manufacturers, retailers, operators and developers of systems are positioned in the market concurrently and end up confusing consumers about the real responsibility and activity of each of them. The main results of the study 2 (descriptive phase) confirm the hypotheses 1 (main effect), 3, 4 and 5 (moderating effect of FU, SI, and PA), indicating statistically that the restrictions on low-income negatively affect the adoption of innovation and the ease of use, simplicity and affordability positively moderate this relationship.

[pt] Existem, na literatura de Marketing no Brasil, poucos estudos de natureza quantitativa sobre o orçamento das famílias de baixa renda, destacando-se o de Silva e Parente (2007). Entretanto, estudos que considerassem um período em que efeitos do aumento real do salário mínimo, a oferta de crédito e programas sociais recentemente implantados pelo governo brasileiro sobre a forma como essas famílias alocam seu orçamento não foram encontrados. O objetivo desta dissertação foi identificar padrões de consumo de famílias de baixa renda, da região metropolitana do Rio de Janeiro, 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 os mesmos quatro perfis de consumo nos dois períodos estudados, o que parece confirmar a heterogeneidade do segmento de baixa renda. Verificou-se que os perfis não apresentaram sensíveis mudanças no intervalo estudado, embora tenham surgido evidências de melhora do padrão geral de consumo das famílias de baixa renda e de sua qualidade de vida. / [en] There are, in the brazilian marketing literature, few quantitative studies about the low-income families budget, especially that of Silva and Parente (2007). However, studies that consider a period in which the effects of rising real minimum wage, the supply of credit and social programs recently implemented by the Brazilian government on how these families allocate their budgets were not found. The goal of this dissertation was to identify patterns of low-income families from the metropolitan area of Rio de Janeiro, from the composition of its budget in the years 2002/2003 and 2008/2009, and analyze changes found in this period. Based on data from the Pesquisa de Orçamentos Familiares (POF / IBGE) and using cluster analysis, were identified the same four profiles of consumption in both periods studied, which seems to confirm the heterogeneity of the low income segment . It was found that the profiles did not show sensitive changes in the interval studied, although there have been evidence of improvement of the general pattern of consumption of low-income families and their quality of life.

Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-06-16T17:14:40Z No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:29:54Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:30:21Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) / Made available in DSpace on 2016-06-20T11:31:18Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) Previous issue date: 2016-02-29 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / The bottom of the pyramid market has attracted the attention of companies looking to expand their profit margins and gain competitive advantage. As this is a market with specific characteristics and needs, to innovate and meet these consumers it is necessary for companies to establish innovative strategies favorable to achieve success in this market. Moreover, the internal and external environment organizations has elements that can enable the innovation process, and consequently, the implementation of innovative strategies. In this sense, the objective of this research was to analyze how Brazilian companies have developed innovations in products for the base of the pyramid. Specifically, we sought to investigate the innovations introduced in the market to meet the bottom of the pyramid, describe the innovation strategies used and identify enablers of innovation to the base of the pyramid. A multiple case study as a methodological strategy was used, approaching three companies that direct products to this public. Data were collected by means of semi-structured interviews, direct observations and information obtained on the website for businesses, and others related to them and their innovations. Each case was held at first individually then crosses, based on the relevant categories to specific research objectives. The results showed that, to meet the bottom of the pyramid of consumers, enterprises have developed innovations in products, innovation processes and innovation in marketing, where such innovations are considered as new market disruptive. Multiple innovative strategies have been used for the implementation of innovations in the bottom of the pyramid market by the three companies, including the principal were like: market-based and exploitative. Among the enablers of innovation, the economy, the creation of knowledge and learning, and the recognition of the value and need for innovation were the most prevalent to facilitate the success of innovation for companies. It was concluded that the reality of the Brazilian market, to have a product innovation to the base of the pyramid it is necessary to perform other innovations, is to create this new product in the case of process innovation, is to support the implementation of this product on the market, by means of a marketing innovation; that innovation strategies used together contribute to organizations to achieve their innovative goals; and even acting in different sectors there is correspondence between the enablers of innovation of the companies analyzed. / O mercado da base da pirâmide tem atraído a atenção de empresas que buscam ampliar suas margens de lucro e obter vantagens competitivas. Como se trata de um mercado com características e necessidades específicas, para inovar e atender aos seus consumidores é necessário que as empresas estabeleçam estratégias de inovação propícias a alcançar sucesso neste mercado. Além disso, o contexto interno e externo as organizações apresenta elementos que podem habilitar o processo de inovação e, consequentemente, a implementação das estratégias de inovação. Nesse sentido, o objetivo desta pesquisa consistiu em analisar como empresas brasileiras têm desenvolvido inovações em produtos para a base da pirâmide. Especificamente, buscou-se investigar as inovações introduzidas no mercado para atender à base da pirâmide, descrever as estratégias de inovação utilizadas e identificar os habilitadores da inovação para a base da pirâmide. Foi utilizado um estudo de caso múltiplo como estratégia metodológica, abordando três empresas que direcionam produtos a tal público. Os dados foram coletados por meio de entrevistas semiestruturadas, observação direta, e informações obtidas nos sites das empresas e em outros relacionados a elas e suas inovações. Cada caso foi analisado de forma individual e cruzada, com base nas categorias pertinentes aos objetivos específicos da pesquisa. Os resultados evidenciaram que, para atender aos consumidores da base da pirâmide, as empresas têm desenvolvido inovações em produtos, inovação em processos e inovação em marketing, e que tais inovações são consideradas como disruptivas de novo mercado. Múltiplas estratégias de inovação foram utilizadas para a implementação das inovações no mercado da base da pirâmide pelas três empresas, entre as quais as principais foram as do tipo: baseada no mercado e exploitative. Entre os habilitadores da inovação, a economia, a criação de conhecimento e aprendizagem, e o reconhecimento do valor e da necessidade da inovação foram os mais preponderantes para facilitar o sucesso das inovações das empresas. Conclui-se que, na realidade do mercado brasileiro, para se ter uma inovação em produto para a base da pirâmide faz-se necessário realizar outras inovações, seja para gerar esse novo produto, no caso da inovação em processos, seja para apoiar a implementação desse produto no mercado, por meio de uma inovação de marketing; que as estratégias de inovação utilizadas em conjunto contribuem para que as organizações alcancem seus objetivos inovativos; e que mesmo atuando em setores diferentes há correspondência entre os habilitadores da inovação das empresas analisadas.

Pesquisas sobre inovação e o mercado de baixa renda focam eminentemente no desenvolvimento de produtos e gestão de marketing, assumindo uma postura top-down, das empresas para os consumidores. Esta postura sugere textos prescritivos sobre gestão de empresas multinacionais, tanto em mercados desenvolvidos quanto em mercados emergentes. Do ponto de vista individual, tem se dada pouca atenção para compreender a adoção da inovação pelos consumidores de baixa renda. A presente tese busca investigar o conceito de inovação por esta perspectiva, assumindo uma postura bottom-up, focando principalmente nos consumidores. Desta forma, o objetivo da tese consiste em analisar os fatores que influenciam a adoção da inovação de produtos por consumidores de baixa renda. O recorte empírico da tese consiste no mercado de smartphones que é um produto com atributos inovadores e acessíveis aos consumidores de baixa renda. Os pressupostos teóricos que embasam a tese consistem nas restrições encontradas pelos consumidores do mercado da base da pirâmide, que englobam a baixa renda, falta de informação e conhecimento e falta de confiança. Essas restrições individuais causadas por problemas estruturais (transporte, educação, saúde, moradia, saneamento e etc.) afetam negativamente a adoção de inovação por consumidores. Essa relação sustenta o efeito principal do modelo da tese que consiste na hipótese 1. A literatura e conceitos utilizados para subsidiar a pesquisa foram Antecedentes do UTAUT 2, 4 As de Anderson e Billou, 12 Princípios de Prahalad, Inovação Disruptiva, Inovação Reversa e Inovação Inclusiva. A revisão destas teorias resultou em quatro conceitos que consideramos fatores influenciadores da adoção da inovação no mercado de baixa renda, que são as Características e Benefícios, Facilidade de Uso, Simplicidade e Preço Acessível dos produtos. Esses conceitos resultantes da revisão da literatura sustentaram as hipóteses 2, 3, 4 e 5 que analisam o efeito moderador dessas variáveis sobre a adoção da inovação. Para atingir cada um dos dois objetivos específicos da tese, dois estudos foram realizados. O estudo 1, fase exploratória, consistiu em seis grupos de foco realizados na Favela de Paraisópolis em São Paulo e uma pesquisa complementar com 11 entrevistas realizadas em regiões rurais do Sul da Índia. O estudo 1 objetivou identificar os fatores que influenciam a adoção da inovação por consumidores de baixa renda. O estudo 2, fase descritiva, consistiu em uma pesquisa de levantamento realizada em 3 regiões de baixa renda na cidade de São Paulo que objetivou analisar a relação direta entre as restrições dos consumidores de baixa renda e a adoção da inovação (H1) e o efeito moderador de Características e Benefícios (H2), Facilidade de Uso (H3), Simplicidade (H4) e Preço Acessível (H5) desta relação. O estudo 2 também contemplou uma pesquisa complementar de levantamento, realizada com consumidores de alta renda. Os principais resultados do estudo 1 (fase exploratória) revelam que as restrições de renda, informação, conhecimento e confiança afetam a taxa de adoção da inovação. Além disso, mais do que o aquisição e compra dos produtos, a adoção está diretamente relacionada ao uso dos smartphones. Por fim, identificamos que há uma sobreposição de agentes no mercado de smartphones que gera confusão para os consumidores. Diferentes empresas fabricantes, varejistas, operadoras e desenvolvedoras dos sistemas operacionais se posicionam no mercado concomitantemente e acabam confundindo os consumidores acerca da real responsabilidade e atividade de cada um deles. Os principais resultados do estudo 2 (fase descritiva) confirmam as hipóteses 1 (efeito principal), 3, 4 e 5 (efeito moderador de FU, SI e PA), indicando estatisticamente que as restrições da baixa renda afetam negativamente a adoção da inovação e que a facilidade de uso, simplicidade e preço acessível moderam positivamente essa relação. / Research on innovation and the low-income market usually focus on product development and marketing management, taking a top-down approach, from companies to consumers. This approach suggests prescriptive texts on management of multinational companies in both developed markets and emerging markets. From an individual point of view, it has given little attention to understanding the adoption of innovation by low-income consumers. This PhD dissertation aimed to investigate the concept of innovation from this perspective, taking a bottom-up approach, mainly focusing on consumers rather than companies. Therefore, the aim of the dissertation is to analyze the factors influencing the innovation adoption of products for low-income consumers. The empirical object of the dissertation consists in the smartphone market since is a product with innovative features and affordable to low-income consumers. The theoretical assumptions that support the dissertation consists of the constraints faced by consumers in the market of the base of the pyramid, which include low income, lack of information and knowledge and lack of confidence. These individual constraints caused by infrastructural problems affect negatively the adoption of innovation by consumers. This relationship supports the main effect of the dissertation model, the hypothesis 1. The literature and concepts used to support the research were the Antecedents of UTAUT 2, 4A\'s of Anderson and Billou, 12 Principles of Prahalad, Disruptive Innovation, Innovation Reverse, and Inclusive innovation. A review of these theories resulted in four concepts that we consider factors that influence adoption of innovation in low-income market, which are the Features and Benefits (CB), Ease of Use (FU), Simplicity (SI), and Affordability (PA) of products. These concepts resulting from the literature review supported the hypotheses 2, 3, 4 and 5 that analyze the moderating effect of these variables on the adoption of innovation. To achieve each of the two specific objectives of the dissertation, two studies were conducted. Study 1, exploratory phase, consisted of six focus groups conducted in Favela of Paraisópolis in Sao Paulo and a complementary inquiry of 11 in-depth interviews conducted in rural areas of South India. The study 1 aimed to identify the factors that influence adoption of innovation by low-income consumers. Study 2, descriptive phase, consisted of a survey carried out in three low-income areas in São Paulo city that aimed to analyze the direct relationship between the constraints of low-income consumers and the adoption of innovation (H1) and moderating effect of Features and Benefits (H2), Ease of Use (H3) Simplicity (H4) and Affordable Price (H5) of this relationship. Study 2 also included an additional research involving a survey carried out with high-income consumers. The main results of the study 1 (exploratory phase) show that the income constraints, lack of information, knowledge and confidence really affect the rate of adoption of innovation. In addition, more than the acquisition and purchase of products, adoption is directly related to the use of smartphones. Finally, we identified that there is an overlap of agents in the smartphone market that creates confusion for consumers. Different manufacturers, retailers, operators and developers of systems are positioned in the market concurrently and end up confusing consumers about the real responsibility and activity of each of them. The main results of the study 2 (descriptive phase) confirm the hypotheses 1 (main effect), 3, 4 and 5 (moderating effect of FU, SI, and PA), indicating statistically that the restrictions on low-income negatively affect the adoption of innovation and the ease of use, simplicity and affordability positively moderate this relationship.

In times of scarce resources, frugal innovation can be a driving engine for growth and market success, as it is a practical concept established in developing countries. Nonetheless, the available literature also emphasizes a potential importance for Western countries. Accordingly, our thesis and research add to the lack of literature that connects frugal innovation to developed countries and its specific underlying conditions. The review of available literature and further discussions led to the following research questions: 1. What is the current application status of frugal innovation in Germany? 2. What characteristics should frugal innovations have to serve the BoP in the context of the German market? A preliminary theoretical framework was created from the relevant literature streams stressing the fragmented nature of frugal innovation. As the concept and research addressing this issue are in a nascent stage, one unifying definition was not found. For the course of this thesis, the definition of frugal innovation was therefore chosen to be "thrifty, modest and affordable innovations, valuable for BoP customers”. One major derivation from the literature review is that frugal innovation can be of major importance in developed countries, not only for customers for getting access to certain products, but also for companies addressing untapped markets. The empirical investigation and explorative data collection was undertaken within the market context of Germany based on eight companies from different industry backgrounds. Therefore, interviews were held with representatives of companies that offer frugal products (thereafter also including services) according to the definition from above. Within the scope of the grounded theory analyzation techniques, the interviews supported our aim to gain rich and meaningful data to extend the substantive theory about the concept of frugal innovation. Our study results (based on our eight interviews) prove the existence of frugal products in the German market, while the term and the concept have previously been unknown. Even though frugal innovations were still to be confirmed, they were not labeled as such to connect them to the concept. The study also indicates the existence of a bottom of a pyramid in Germany, despite its original connection to emerging market population. Our findings resulted in a revised framework that connects relevant fragments to a logical comprehension of the concept of frugal innovation. Finally, characteristics for frugal products and requirements could be validated and improved to be economically successful in developed market contexts. The major contribution of our thesis is its general investigation of a rather unknown concept and its presence in other markets than originally laid down. The thorough literature review, the creation and revision of the framework and our study results will serve as a fruitful ground for further exploration of this innovation type.

This thesis analyses how a payment system affects the diffusion of renewable electricity in rural Uganda. A case study is used provided by a start-up company named Pamoja Cleantech. This company is about to sell electricity, which is generated by biomass-based gasification, to a low-income community. Several households are already connected to the established mini-grid while the majority is still not served. A chasm has been identified between the users in the rural village. The reason for this gap between adopters is the high connection fee and a lack of transparent communication. Therefore, diffusion theory has been used to analyse the impact of several payment-related solutions that could close this chasm. First of all, a set of critical factors have been identified concerning general electricity adoption in the case. Those are reliability, trust, transparent communication and satisfying the needs of the local people. Additionally, it has been shown that a payment system, tariffs, and investment costs must satisfy specific requirements in order to be effective, efficient, and positively affect the rate of adoption. These are requirements such as dealing with the cultural incompetence of people being able to save money and to overcome their understanding to have electricity as a status symbol. Therefore an existing technology with its infrastructure is proposed to use: mobile banking. Since this technology has already penetrated Uganda, its convenience to use and satisfaction is high. Additionally, it has advantages such as saving time, security, reliability, and not much space for fraud. This thesis is based on a theoretical framework that is empirically tested and will provide a description of this specific situation in Uganda. Also, it proposes several management recommendations for the company in order to convert adduced threats into opportunities and strengthen their current inclusive business model.

[pt] A população de baixa renda representa atualmente mais da metade da população brasileira, proporção tal que representa mais de 100 milhões de consumidores em todo país. Esses consumidores vêm aumentando seu potencial de consumo ao longo dos anos e começaram a atrair o interesse de pequenas e grandes empresas a partir de meados da década de 1990. Prahalad (2005) destaca a relevância desse vasto segmento de consumidores e também a necessidade de abordá-los com uma visão inovadora. Dessa forma, as empresas devem aproveitar as oportunidades advindas de um posicionamento estratégico adequado para um enorme número de consumidores de baixa renda, ávidos por adquirir produtos de qualidade e com preços compatíveis com seu poder aquisitivo. Todavia, no Brasil, ainda se sabe muito pouco sobre esses consumidores, que foram, por décadas, praticamente ignorados pelas pesquisas acadêmicas e de mercado. Em especial, o tema do lazer para esses grupos foi muito pouco estudado e, até recentemente, as possibilidades de acesso ao lazer por parte da população de baixa renda no Brasil eram restritas, seja por falta de espaço ou por falta de recursos. Este estudo, de caráter exploratório, investigou o comportamento desse grupo de consumidores no que diz respeito ao lazer: as opções a que têm acesso, suas preferências, as razões de suas escolhas, assim como o significado das atividades de lazer. Para isso, selecionou-se uma comunidade de baixa renda da região sul da cidade do Rio de Janeiro. As entrevistas foram divididas em duas partes, primeiramente foram realizadas entrevistas semi-estruturadas com os líderes da comunidade. Na segunda etapa, optou-se por utilizar um questionário, aplicados a jovens e adolescentes entre 15 e 25 anos da comunidade. A amostra contou com um total de 86 (oitenta e seis) respondentes. As informações obtidas na segunda etapa da pesquisa foram analisadas, buscando-se compreender e descrever o nível de importância concedido pelas jovens e adolescentes ao lazer e analisar as percepções desse grupo de consumidores em relação a sua prática. Verificou-se que esses consumidores entendem e reconhecem o lazer como algo importante para suas vidas. De acordo com os resultados encontrados nesta pesquisa, o lazer se relaciona com questões muito importantes para o bem-estar social das pessoas, tais como qualidade de vida, incentivo à atividade física e valorização da cultura, mas não é reconhecido necessariamente como um produto a ser consumido. / [en] The low-income population represent over than a half of the population, a proportion that represents more than 100 million consumers around the country. These consumers, who are increasing their potential consumption over the years, began to attract the attention of smalls and larges companies from the mid-1990s. Prahalad (2005) highlights the relevance of this large segment of consumers and the necessity to approach them with an innovative vision. In this way, companies must take opportunities resulting from suitable strategic positions for a huge number of low-income consumers eager to buy products with good quality and compatible prices with their purchasing power. In particular, the theme of leisure for these groups has been little studied. In general, until recently, the access possibility of leisure by the low income population in Brazil was restricted by lack of space and resources. This study, with an exploratory character, investigated the behavior of this group of consumers related to the leisure theme: the choices that they have access, their preferences, the reasons for their choices, as well as the meaning of leisure activities. For this, there was a selection of a low income community in the south zone in the city of Rio de Janeiro. The interviews were divided in two parts, first carried out semi-structured interviews with community leaders. In the second step, was chose a semi-structured questionnaire for youths and teenagers of the community between 15 to 25. The sample had a total of 86 (eighty six) respondents. The information obtained in the second stage of the study were analyzed, seeking to understand and describe the level of importance given by the youth and teenagers to leisure and analyze the perceptions of this group of consumers in relation to the practice of leisure. It was found that these consumers understand and recognize the leisure as something important in their lives. According to the findings of this study, leisure approaches itself from very important questions for the social welfare, such as quality of life, incentives to practice physical activities, and culture appreciation, but is not necessarily recognized as a product to be consumed.

Conceptualizing social entrepreneurship has proven to be challenging. Social enterprises are often regarded as enterprises that create social value or social impact. However, social value and social impact remain ill-defined and ambiguous concepts. This paper provides a qualitative description of how social enterprises create value, what their impact is and what this entails for managing and conceptualizing them. The analysis is based on a case study that comprises of: a comprehensive review of the literature, four in-depth interviews with for-profit social enterprises that work with renewable energy access in developing countries and secondary data on their impact and environmental context. We find that social enterprises create value through building intricate networks with their stakeholders. They use feedback from their customers and the market to pivot their business models to increase their potential for value creation. The increase in utility of their customers is an important part of their impact. This is also the value creation the customer cares about and is willing to pay for. However, there is impact beyond this increased utility, which seems to result from two things: the fact that the problems and needs the social enterprises target have positive externalities (1); and the fact that the social enterprises seem to purposefully design their value proposition, business model and value chain to maximize positive externalities and minimize negative externalities (2). Finally, we propose that in their value proposition, business model and value chain social entrepreneurs combine a logic of empowerment, collaboration and control.

This bachelor thesis evaluates how high-engagement investors contribute to the development and growth of for-profit social enterprises by providing both funding and non-financial advisory services focused on organisational capacity-building. Case studies on three social enterprises describe the structure of funding deals, what considerations affected these due to the high social character of the ventures, and inquire into the relationship between social enterprise and their investors to evaluate how the investors provide value for their investees beyond capital. The investor types involved include commercial venture capital funds, angel investors, accelerator programs and venture philanthropy funds; a sort of social impact investment fund which combines the high- engagement mentoring of venture capital funds with lower expectations on financial returns in exchange for higher demands on social impact. The findings indicate that high-engagement investors in general provide a wide range of services to the social enterprises studied, where strategic advisory services and networks introductions are identified as key enablers for development. Aligning philosophies on the combination of business and social impact is also identified as critical for a constructive relationship between investor and investee. The perceived value of venture philanthropy funding diverges between the cases; while filling an empty space in the social enterprise capital market, some findings question their capabilities and investment model. Apart from the initial research questions on how high-engagement investors add value to social enterprises, the study raises further questions on social enterprise funding in general and the issues that obstructs these organisations from introducing innovation and growth to underdeveloped markets.