Reckitt Benckiser Brazil
A case of employee segmentation supporting a social responsibility initative
Mario MattosIndicator Pesquisa de Mercado andAntonio C. WerneckReckitt Benckiser
Introduction
Brazil is a country with a vast territory and a large population, where social and economic inequalities are markedly present. On one hand its consumer market is significant and it has one of the largest industrial economies worldwide, with indicators consistent with the developed countries of Europe and North America. On the other hand, its income distribution, illiteracy and the population below poverty levels aligns Brazil to extremely poor countries.
In order...