An Analysis of the critical strategic dimensions for internalization of Brazilian firms in global base-of-pyramid (BOP) markets

Renata Giovinazzo Spers and James Terence Coulter Wright
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Renata Giovinazzo Spers: Universidade de São Paulo
James Terence Coulter Wright: Universidade de São Paulo

Brazilian Business Review, 2013, vol. 10, issue 2, 25-48

Abstract: This paper presents the critical strategic dimensions to operate in international Base-of-Pyramid (BOP) markets. The variables studied are reasons for internationalizing: prices, promotion, distribution, products, innovation, entrance into markets and processes. A descriptive, exploratory, multiple-case research was developed with the Brazilian firms Natura, O Boticário, AmBev, Embraco, Perdigão and Havaianas. Longitudinal and comparative analyses led to the conclusion that the main reason for entrance in international BOP markets is increased long-term sales and earnings. Critical strategic dimensions are brand management, adequate product mix, process innovation, relationships with stakeholders and corporation culture strengthening.

Keywords: . International strategies; base-of-pyramid (BOP) markets; Brazilian multinational companies. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:bbz:fcpbbr:v:10:y:2013:i:2:p:25-48

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