Desenvolvimento de produtos para as camadas menos favorecidas da população: um estudo multicasos em empresas de médio e grande porte

Abstract

his work analyzes the development of products for the base of the pyramid (CMFP). The findings of this analysis were then characterized into constructs. These constructs guided the proposition of a set of guidelines intended to guide researchers and industry professionals in relation to improving the development of products for the aforementioned layer of the population. The analysis of these guidelines revealed that the learning gained in the development of products for the ToP helps to reduce the development costs for the CMFP. Reducing costs and adapting to consumer demands makes it possible to meet the demands of the CMFP global markets. This work contributes to a new approach to enable the sale of modified products to different markets. Learning from the development of products for ToP indicates an increase in the efficiency of the production process, which is not total. In some segments, industries transfer technologies and innovations developed for ToP incrementally to CMFP. Another finding was that the CMFP approach demands consideration of social aspects in different regions, monitoring of economic factors, performance management, responsiveness and information sharing along the chain.