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
Share Proceeding
Featured papers
See MoreFeatured
Losing Fast or Slow? Preferences for Uncertainty Resolution
Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA
Featured
M6. Approaching Negative Experience
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
Featured
Paying to Be Social? How Materialism Shapes Spending on Friends
William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA