Beleza Natural: Expanding From the Base of the Pyramid

Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets.

Beleza Natural: Expanding From the Base of the Pyramid

Hy MariampolskiQualiData Research Inc., United States

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

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

INTRODUCTION

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...

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