SciELO - Scientific Electronic Library Online

 
vol.15 número2Da propriedade intelectual à economia do conhecimento (Segunda parte) (conclusão do artigo publicado na edição anterior)Determinantes e implicações da satisfação dos médicos face aos medicamentos genéricos índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

  • Não possue artigos similaresSimilares em SciELO

Compartilhar


Economia Global e Gestão

versão impressa ISSN 0873-7444

Resumo

ZILBER, Silvia Novaes  e  SILVA, Francisco Lourenço da. Big companies strategies to the bottom of the pyramid Brazilian market. Economia Global e Gestão [online]. 2010, vol.15, n.2, pp.25-50. ISSN 0873-7444.

The objective of this work was to understand if there were changes in the strategies of the great companies in the Brazilian market focused in medium and upper classes in order to attend the market of the “BOP”. The theoretical point of reference adopted was the Resource Based View and Strategic Positioning. The research employed the multiple case study method, using interviews in depth for the collection of data and analysis of content using software Atlas TI. Three great multinationals companies had been investigated, selected for convenience. It was observed that the great companies studied are not really acting in the bottom of the pyramid. It was observed the combination between cost leadership strategy and resources from RBV theory.

Palavras-chave : Bottom of Pyramid Market; Resource Based View; Strategy.

        · resumo em Português     · texto em Português     · Português ( pdf )