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...