Beleza Natural: Expanding From the Base of the Pyramid

Hy Mariampolski
QualiData Research Inc., United States

Maribel Carvalho Suarez
PUCRJ (Brazil); L'Orèal Chair of Consumer Behavior at COPPEAD Graduate School of Business (Federal University of Rio de Janeiro), Brazil

Leticia Moreira Casotti
L'Orèal Chair of Consumer Behavior, COPPEAD Graduate School of Business, Federal University of Rio de Janeiro, Brazil


The relationship between marketing principles and economic development has been a recent topic of animated discussion and debate. The question of how well a bottom-up, entrepreneur-centered model of development can augment or even substitute for a top-down, government-driven model has driven rounds of scholarship. In particular, numerous case studies have proliferated in the literature following Pralahad's (2004) audacious challenge:

“If we stop thinking of the poor as victims or as a burden and start thinking of them as resilient and creative entrepreneurs and value-conscious consumers, a whole new world of opportunity will open up.”