Micro and Small Enterprises´ Challenges in Developing and Providing Goods to the Base of the Pyramid

This paper analysis how micro and small enterprises that develop goods to the Base of the Pyramid have been facing the challenges of this market. A multiple case studies took place in Brazil. Reducing package and introducing product differentiation such as homemade taste are some marketing actions.



Citation:

Miriam Borchardt, Giancarlo Pereira, Cláudia Viegas, and Alexandre Ferreira (2017) ,"Micro and Small Enterprises´ Challenges in Developing and Providing Goods to the Base of the Pyramid ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 46-47.

Authors

Miriam Borchardt, UNISINOS University, Brazil
Giancarlo Pereira, UNISINOS University. Brazil,
Cláudia Viegas, UNISINOS University, Brazil
Alexandre Ferreira, UNISINOS University, Brazil



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



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