Resumen

ZILBER, Silvia Novaes  y  SILVA, Francisco Lourenço da. Big companies strategies to the bottom of the pyramid Brazilian market. Economia Global e Gestão [online]. 2010, vol.15, n.2, pp.25-50. ISSN 0873-7444.

The objective of this work was to understand if there were changes in the strategies of the great companies in the Brazilian market focused in medium and upper classes in order to attend the market of the “BOP”. The theoretical point of reference adopted was the Resource Based View and Strategic Positioning. The research employed the multiple case study method, using interviews in depth for the collection of data and analysis of content using software Atlas TI. Three great multinationals companies had been investigated, selected for convenience. It was observed that the great companies studied are not really acting in the bottom of the pyramid. It was observed the combination between cost leadership strategy and resources from RBV theory.

Palabras clave : Bottom of Pyramid Market; Resource Based View; Strategy.

        · resumen en Portugués     · texto en Portugués     · Portugués ( pdf )