A closer look at innovation for and from emerging markets respectively developing economies reveals that a variety of different terms and concepts related to this type of innovation exist. The goal of my conceptual paper is to present a comprehensive overview of related terms and concepts and to suggest theoretical based classification criteria in order to differentiate them. After a first investigation in relation to innovation for and from emerging markets the keywords ‘reverse’, ‘frugal’, ‘jugaad’, and ‘bottom of the pyramid / bottom of pyramid / bop’ were identified and used for searching the database of Google Scholar. For further investigation only texts were considered with at least eight various terms. 19 different texts were identified which classified for a further analysis. As results 33 identified terms in relation to innovation for and from emerging markets, various spellings and synonyms and references with at least two mentions in the identified texts are presented. As theoretical based classification criteria ‘market orientation’, ‘determinants’ (of innovation for and from emerging market)’, ‘nature’ (of innovation for and from emerging markets), sophistication’, ‘sustainability’, ‘novelty’ and ‘innovator type’ were identified.

Submitted by Sasha Nejaim (snejaim@gmail.com) on 2012-03-22T12:59:28Z No. of bitstreams: 1 Dissertação_Sasha_vsfinal.pdf: 1344444 bytes, checksum: 61352d07721841c87c498c1fb2018b55 (MD5) / Approved for entry into archive by ÁURA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2012-03-22T14:45:54Z (GMT) No. of bitstreams: 1 Dissertação_Sasha_vsfinal.pdf: 1344444 bytes, checksum: 61352d07721841c87c498c1fb2018b55 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-03-23T11:38:12Z (GMT) No. of bitstreams: 1 Dissertação_Sasha_vsfinal.pdf: 1344444 bytes, checksum: 61352d07721841c87c498c1fb2018b55 (MD5) / Made available in DSpace on 2012-03-23T11:38:31Z (GMT). No. of bitstreams: 1 Dissertação_Sasha_vsfinal.pdf: 1344444 bytes, checksum: 61352d07721841c87c498c1fb2018b55 (MD5) Previous issue date: 2012-02-16 / Orientações estratégicas com uma perspectiva social são cada vez mais comuns em grandes corporações multinacionais, sobretudo em um contexto de exclusão e desigualdade social em uma era de globalização. As estratégias de base da pirâmide surgem nesse contexto, fundamentadas no argumento de que é possível erradicar a pobreza em escala global através das estratégias das grandes corporações junto às camadas sociais da base. Se por um lado este discurso é apoiado e repetido por empresas e agências de desenvolvimento internacional, há por outro lado, uma visão mais crítica que questiona os verdadeiros resultados e interesses existentes por trás destas estratégias. Apesar disso, falta diálogo entre os autores que defendem cada uma das vertentes. Esta dissertação origina-se a partir da necessidade de abordagens alternativas ao binômio crítica-mainstream, particularmente no âmbito da estratégia de marketing. Foi adotada então uma perspectiva de estratégia como prática social, a fim de se investigar os principais aspectos da formação destas orientações estratégicas em marketing e contribuir para a melhor compreensão do fenômeno. A fim de investigar estratégias de marketing internacional focadas na base da pirâmide no Brasil sob uma perspectiva de estratégia como prática social, foi realizado um estudo de caso em uma empresa multinacional norte-americana com ampla atuação no país, mais especificamente no setor de bebidas e alimentos. Os resultados da pesquisa destacam a relevância de desenvolvimentos acadêmicos e gerenciais focados em questões de política e de poder, especialmente para pesquisadores e praticantes sediados em países emergentes e vinculados tanto ao âmbito privado quanto ao âmbito público. / Strategic orientations with a social perspective are increasingly common in large multinational corporations, especially because of the rise of exclusion and social inequality within an era of globalization. The bottom of the pyramid strategies arise in this context, based on the argument that it is possible to eradicate global poverty through the intervention of large corporations on the basic layers of the society. If on the one hand this discourse is supported and reinforced by corporations and by international development agencies, there is, on the other hand, a vision more critic that puts into question the real outcomes and interests behind these strategies. Nevertheless, there is a lack of dialogue across the mainstream-critique divide. This dissertation has its origin on the need for alternatives approaches to this critical-mainstream dichotomy. Drawing upon a perspective of strategy as a social practice, in order to recognize the main components of those strategic orientations and contribute with the field considering different levels of analysis. In order to investigate how BOP strategies are perpetrated from a perspective of strategy as social practice, it was undertaken a case study of a US multinational corporation with extensive operations in Brazil, specifically in the sector of food and beverages. The research stresses the relevance of further developments by academics and practitioners on issues of power and politics, especially for researchers and practitioners in emerging countries and committed not only to the private sector, but also to the public sector.

[pt] A dinâmica de mercado mundial tem sido impactada por dois fenômenos sociais que desafiam a comunidade acadêmica e o cenário corporativo: a ascensão das populações na base da pirâmide social e o envelhecimento das nações. Uma expressiva massa de novos consumidores ascende ao mercado de consumo a cada ano, surgindo de diversas geografias. Igualmente, a estrutura demográfica das nações reflete um ganho na qualidade de vida, principalmente devido ao desenvolvimento de novas drogas, na forma de medicamentos de uso contínuo. Essa nova ordem mercadológica requer novos modelos capazes de apresentar soluções inovadoras. E o segmento farmacêutico precisa estar preparado para enfrentar essa demanda crescente. Conhecer esse consumidor, suas necessidades, limitações financeiras torna-se imprescindível. Dada a escassez de estudos sobre esse tema, a presente dissertação tem um caráter exploratório. Seu objetivo é avançar no conhecimento sobre os consumidores de medicamentos de uso contínuo, classificados como classe C (pelo Critério de Classificação Econômica Brasil), dando foco no processo de decisão de compra em um cenário de dificuldade financeira. O método de pesquisa selecionado foi o de entrevistas individuais em profundidade. A pesquisa foi aplicada entre moradores da área do Grande Rio de Janeiro. Os resultados apontaram para um comportamento traduzido em disciplina no planejamento do orçamento e contribuição no sustento da família. Os consumidores demonstraram um alto nível de comprometimento com seus tratamentos e forte envolvimento com os remédios, devido ao fato de reconhecerem sua importância para o bem-estar e a sobrevivência. / [en] The worldwide market dynamics has been impacted by two social phenomena which challenge both the academic community and the corporate environment: the emerging populations at the base of the pyramid and the ageing population of nations. An important mass of new consumers reaches the consumption market every year, coming from different geographies. At the same time, the demographic structures of nations reflect a general gain in the quality of life, mainly due to the development of new drugs, in the form of chronic diseases medicines. These new market standards require new models in order to deliver innovative solutions. And the pharmaceutical segment needs to be prepared to face this increasing demand. Get acquainted of these consumers needs, financial limitation and desires, is mandatory. Taking into consideration that studies on these subjects are scarce the present dissertation intends to be an exploratory study on this subject. Its objective is go further on the knowledge about chronic diseases medications consumers, classified as socio-economic class C (as per the Critério de Classificação Econômica Brasil), focusing on their purchase decision process in a financial constraint scenario. The selected research method was the in depth personal interviews. The research was conducted among Great Rio de Janeiro inhabitants. Results were leading to a behavior of budget planning discipline and interviewees important contribution to their families maintenance. Consumers showed a high commitment level to their treatments and strong involvement with their medicines since they recognized the importance of medicines to their welfare and even survival.

Traditional concepts in economic theory state that the sole purpose of a company is to make as much money for its owners (or shareholders). This paper explores discussions and theories regarding alternatives to this model, and in doing so examines whether a business can simultaneously contribute to social and/or environmental issues in a meaningful way or benefit a wider group of interested parties beyond the traditional definition of owners. The paper discusses traditional neo-liberal economic views of the company as well as various topics relating to Corporate Social Responsibility, sustainability, development and stakeholder theory. It then develops a condensed theory that the authors abstract from the literature on this subject, drawing on the similarities in theories developed by a range of theorists and academics. Once the theoretical framework is presented, the results of a number of interviews, questionnaires and surveys are analysed in order to discuss the applicability of theories regarding a Triple Bottom Line to real business cases. Yin’s (2009) Case Study Method is used to collect and analyse evidence drawn from the corporate sector, academia and social entrepreneurs. The Swedish cases; Ericsson, Tetra Pak, Max Hamburgers and Mitt Liv are analysed. They are three very different companies but to a certain extent alike when looking from a “Triple Bottom Line” view. Tetra Pak and Max are both private owned enterprise that do not have to struggle with myopic quarterly earnings to please the stock market and can therefore work with a longer time horizon in mind. Mitt Liv, which is a social enterprise and not a profit maximizing enterprise, on the other hand, has social issues as their core value proposition. The authors conclude that despite considerable scepticism from academics, business people and development practitioners, particularly in Sweden perhaps due to relying too much on “the Nordic model”, more and more organisations, though, (small and large) are working in ways which generate profit while benefiting the environment as well as societies or communities where the business activity is conducted. / Marie Thulesius +46-70-6637222

A closer look at innovation for and from emerging markets respectively developing economies reveals that a variety of different terms and concepts related to this type of innovation exist. The goal of my conceptual paper is to present a comprehensive overview of related terms and concepts and to suggest theoretical based classification criteria in order to differentiate them. After a first investigation in relation to innovation for and from emerging markets the keywords ‘reverse’, ‘frugal’, ‘jugaad’, and ‘bottom of the pyramid / bottom of pyramid / bop’ were identified and used for searching the database of Google Scholar. For further investigation only texts were considered with at least eight various terms. 19 different texts were identified which classified for a further analysis. As results 33 identified terms in relation to innovation for and from emerging markets, various spellings and synonyms and references with at least two mentions in the identified texts are presented. As theoretical based classification criteria ‘market orientation’, ‘determinants’ (of innovation for and from emerging market)’, ‘nature’ (of innovation for and from emerging markets), sophistication’, ‘sustainability’, ‘novelty’ and ‘innovator type’ were identified.

Many large multinational energy company leaders lack strategies to successfully enter and thrive in bottom of the pyramid (BOP) markets. The purpose of this single case study was to explore strategies using a purposeful selection of 7 senior managers from a U. S. based global multinational energy leader with experience in BOP markets in the Republic of Cameroon. The BOP concept served as the conceptual framework for the study. Data were collected through semistructured interviews with senior managers, relevant websites, and government publications. Several themes emerged that were narrowed through categorical aggregation to identify strategies. Major themes included BOP readiness for social entrepreneurship, field knowledge to facilitate partnerships, and customer service. Findings suggest multinational energy company leaders seeking BOP opportunities should create internal corporate structures dedicated to the BOP markets. Leaders should know how businesses operate and thrive in the BOP, especially when working with BOP governments and a poorly informed population. Equally important is product choice, quality, and reliability for the BOP market. Customer service and satisfaction metrics are necessary to support brands. Participants highlighted the need for positive social change to improve lives, which could occur through capacity building, entrepreneurship, job creation, enhanced governance, increased wealth, and improved quality of life for local people.

[pt] O aumento do poder de compra das populações de mais baixa renda no Brasil fez as empresas perceberem a força consumidora desses indivíduos e a necessidade de se criar estratégias específicas para atender esse novo público-alvo, em vez de apenas adaptar as que eram utilizadas para as classes mais elevadas. Um setor que tem se voltado a esse segmento é o varejista. Historicamente, polos comerciais de rua (também conhecido como calçadões) sempre foram voltados a ele. Mas, de um tempo para cá, shopping centers também têm percebido o potencial de consumo desses indivíduos, oferecendo estrutura e conforto melhores do que os tradicionais calçadões. Apesar dos shoppings terem ofertas mais atrativas, consumidores de baixa renda continuam a frequentar e comprar significativamente nos calçadões. O presente estudo busca desvendar os motivos para esses consumidores ainda fazerem compras nos calçadões, em vista de haver shoppings próximos com mais conforto. Para isso, foram feitas entrevistas em profundidade com consumidores de baixa renda frequentadores de um calçadão do Rio de Janeiro. A partir das entrevistas, foi possível identificar aspectos que levam esses consumidores a preferirem calçadões a shoppings, entre eles a questão do preço das mercadorias, embora nem sempre exista diferença entre produtos no calçadão e nos shoppings. / [en] The increase in purchasing power of the lower-income population in Brazil highlighted the consumption strength of this new consumer group and changed the view companies had towards them and stressed the need to create specific strategies instead of simply adapting the existing knowledge focused on upper class consumers. A key sector facing this challenge is the retail business. Historically, street retail (also known in Brazil as calçadões ) has been focused on this segment. Recently, however, shopping centers have also perceived the potential coming from this consumer group and started to offer them improved infrastructure and comfort in comparison to the traditional street retail. In spite of this more attractive consumption environment, low-income consumers continue to shop in street retail stores. This study aims to understand the motivations that lead consumers to prefer shopping in the traditional street stores instead of nearby shopping centers that offer a planned environment, with more structure and with the same stores. To achieve this objective, in depth interviews were conducted with low-income consumers of a street retail area in Rio de Janeiro. From these interviews several aspects, such as price difference, were identified even in situations where this discrepancy does not exist.

[pt] Este estudo analisa os efeitos da educação nos hábitos de consumo de adolescentes de baixa renda, com uma pesquisa qualitativa envolvendo 16 alunos. Utilizamos a teoria pedagógica sociointeracionista, abordando conceitos como zona de desenvolvimento proximal, mediação, linguagem, contexto social e cultural, e desenvolvimento progressivo. Estudamos obras de Paulo Freire, destacando a relação entre oprimido e opressor, diálogo, conscientização e contextualização cultural. Investigamos a conexão entre sociointeracionismo e a teoria pedagógica de Paulo Freire, seguida por reflexões sobre consumo na base da pirâmide, conforme a perspectiva de C.K. Prahalad. Focamos no consumidor dessa camada e no desenvolvimento econômico como meio de transformação social, explorando o papel da educação do consumidor e sua aplicação no ensino formal. A análise dos dados revela desafios na avaliação do consumo adolescente e o impacto da influência familiar, de grandes marcas e da escola em seus hábitos. Correlacionamos teorias com os dados, oferecendo uma visão ampla sobre educação, consumo e desenvolvimento social, concluindo com considerações sobre o engajamento dos estudantes, suas consequências na qualidade da educação, medidas escolares e o papel da escola na formação de cidadãos conscientes sobre a relação opressor-oprimido e o impacto da educação para um consumo consciente na base da pirâmide. / [en] This study analyzes the effects of education on the consumption habits of low-income adolescents, with qualitative research involving 16 students. We use sociointeractionist pedagogical theory, addressing concepts such as zone of proximal development, mediation, language, social and cultural context, and progressive development. We studied works by Paulo Freire, highlighting the relationship between oppressed and oppressor, dialogue, awareness and cultural contextualization. We investigated the connection between sociointeractionism and Paulo Freire s pedagogical theory, followed by reflections on consumption at the base of the pyramid, according to C.K. Prahalad s perspective. We focus on consumers in this layer and on economic development as a means of social transformation, exploring the role of consumer education and its application in formal education. Data analysis reveals challenges in evaluating teenage consumption and the impact of family influence, big brands and school on their habits. We correlate theories with data, offering a broad view of education, consumption and social development, concluding with considerations on student engagement, its consequences on the quality of education, school measures and the role of school in forming citizens aware of the oppressive relationship - oppressed and the impact of education for conscious consumption at the base of the pyramid.

Submitted by zila guimarares (zilaguimaraes@gmail.com) on 2012-10-26T13:00:52Z No. of bitstreams: 1 Reengenharia Social out- versão final para biblioteca.pdf: 3540378 bytes, checksum: 8a1ebd9ca53f33efbaf2e1781e27afcb (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2012-10-29T16:06:01Z (GMT) No. of bitstreams: 1 Reengenharia Social out- versão final para biblioteca.pdf: 3540378 bytes, checksum: 8a1ebd9ca53f33efbaf2e1781e27afcb (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-10-30T12:00:56Z (GMT) No. of bitstreams: 1 Reengenharia Social out- versão final para biblioteca.pdf: 3540378 bytes, checksum: 8a1ebd9ca53f33efbaf2e1781e27afcb (MD5) / Made available in DSpace on 2012-10-30T12:01:06Z (GMT). No. of bitstreams: 1 Reengenharia Social out- versão final para biblioteca.pdf: 3540378 bytes, checksum: 8a1ebd9ca53f33efbaf2e1781e27afcb (MD5) Previous issue date: 2012-06-29 / We propose a theoretical model that we call Social Reengineering where the four actors government, civil society, academia and companies operate in an interconnected way with actions to nudge the bottom of the pyramid to the top. We consider the concepts of Corporate Social Responsibility, Sustainability and Strategy aimed at developing countries under a new look at the BOP: as a productive market. The model depicts the process by which the four actors acting in a virtuous cycle with opportunities for the bottom of the pyramid brings mutual benefits, and suggests as effect poverty reduction. We examine the implications of this model for future research in the process of poverty reduction. / Esta pesquisa propõe um modelo teórico chamado de Reengenharia Social onde os quatro atores governo, sociedade civil, academia e empresas atuam de forma interconectada com o objetivo de promover o inferior da pirâmide para o topo. Considerou-se os conceitos de Responsabilidade Social Corporativa, Sustentabilidade e Estratégia voltados para os países em desenvolvimento sob um novo olhar para o BOP: como mercado produtivo. O modelo retrata o processo através do qual os quatro atores atuam num ciclo virtuoso com oportunidades para o inferior da pirâmide com benefícios mútuos, sugerindo como consequência a redução da pobreza. As implicações deste modelo são examinadas para futuras pesquisas no processo de redução da pobreza.

In 2015, United Nations implemented seventeen Sustainable Development Goals along with 169 sub-targets with the ambition to transform the world through achieving sustainable development and, hence annihilate poverty. In light of the foregoing, both authoritative and non-governmental entities accentuated the significance of ‘financial inclusion’ which, in turn, has developed into an evangelical advocacy reminiscent of the extensive publicity that microfinance received at the end of last century which, in turn, has led to an unprecedented passion among philanthrocapitalists, transnational corporations, and other benefactors to financially and socially assist the impoverished. In order to attain the objectives enforced by the United Nations, it is essential to elevate the people located at the bottom of the social hierarchy by minimizing the wealth and gender inequalities that exist. By providing women with equal access to education, job opportunities, financial resources, and representation in economic and political decision- making processes, both domestic and international prosperity will follow. Upon providing access to microfinancial services, microfinance institutions and similar entities have developed into essential tools for empowering women. Academic evidence has previously illustrated a positive association between the probability of accessing these services and the possession of an adequate understanding of economic knowledge – financial literacy. However, the underlying mechanisms of financial literacy and their possible connections to the access of microfinance are complex processes that often have been neglected in current academia. Hence, the purpose of this study is to determine the significant factors of financial literacy and examine how they interplay with the access to microfinancial activities. Accordingly, the objective of this paper is to answer the following research question. How does financial literacy favor women’s access to microfinancial services in developing countries? In order to obtain a greater insight into the subject matter, this paper utilizes a single-case study of Hand in Hand Eastern Africa’s operations in Kenya. The empirical findings presented in this qualitative study were collected through semi-structured interviews with managers working on both a local and nationwide level. Upon analyzing the findings, the authors found support in the argument that it is essential for an individual to be financially literate in order to obtain microfinancial services such as microcredit, microinsurance, and loans in kind. Although external forces in the form of social capital, social learning, and dynamic capabilities do not impact the access to microfinance directly, the empirical evidence indicated that an indirect influence on financial literacy exists. A myriad of previous academia has gravitated to emphasize the correlation between financial literacy and women empowerment rather than justifying the association through the examination of the underlying mechanisms. Hence, this thesis should provide valuable acumen about the elements of financial literacy and how they influence the microfinancial machinery as well as women’s socio-cultural and economic empowerment.