Providing goods to the base of the pyramid: opportunities for micro, small and medium-sized local producers

Authors

  • Miriam Borchardt Unisinos University
  • Giancarlo Pereira Unisinos University
  • Claudia Viegas Unisinos University
  • Diego Reolon Unisinos University
  • Yuri Xavier Unisinos University
  • Daniel Battaglia Unisinos University

Abstract

The purpose of this research is to identify challenges and opportunities to micro, small and medium-sized producers that supply the base of the pyramid (BOP) market through small retails concerning products features and distribution system. A case study with 30 small retailers that provide goods to BOP was performed. The results indicate that for ordinary products (rice, beans, pasta, sugar), local brands have the preference and price is determinant. For aspirational products (cookies, chocolates), leading brands have the preference and local brands compete if homemade or rural taste is provided. In such cases, the local products occupy the interstices not fulfilled by leading brands. Local producers adapt the size of package to BOP´s money availability as well as introduce products innovation aiming to reduce production costs. Local producers should invest on partnership with dealers since they influence retailers´ purchase decision. The main results contribute to fulfil some academic gaps and could support local producers to develop and supply goods to BOP.

Downloads

Published

2018-06-18

Issue

Vol. 28 No. 2 (2018)

Section

Articles

License

The Journal of Small Business Strategy (the “Publisher”) and the Author(s) agree as follows:
 
1.Author(s) hereby grant to Publisher all right, title, and interest in and to the Work, including copyright to all means of expression by any method now known or hereafter developed, including electronic format. If Publisher does not publish the Work within two (2) years of the Effective Date, copyright shall revert back to the Author. Publisher agrees to always credit Author(s) as the author(s) of the Work.
 
2.Publisher hereby grants Author a royalty-free, limited license for the following purposes, provided the Work is always identified as having first been published by Publisher.
    •The right to make and distribute copies of all or part of the Work for use in teaching;
    •The right to use all or part of the material contained in the Work in a book by the Author(s), or in a collection of the Author(s)’s work;
    •The right to use and distribute the Work internally at the Author(s)’s place of employment, and for promotion and any other non-commercial purposes;
    •The right to use figures and tables from the Work for any purpose;
    •The right to make presentations of material from the Work;
    •The right to use and distribute the Work on the Author(s)’s Web site and on the Author(s)’s university’s institute repository;
Such license shall be effective when the Work is first published in the Journal of Small Business Strategy.
 
3.The Author(s) represents and warrants that the Work: (a) is the Author(s)’s original work and that Author(s) has full power to enter into this agreement; (b) does not infringe the copyright or property right of another; (c) contains no materials which is obscene, libelous, defamatory or violates another’s civil right, right of privacy, or is otherwise unlawful; and (d) has not been previously published, in whole or in part. Author(s) shall indemnify and hold Publisher harmless against loss or expenses arising from breach of any such warranties.

How to Cite

Providing goods to the base of the pyramid: opportunities for micro, small and medium-sized local producers. (2018). Journal of Small Business Strategy (archive Only), 28(2), 80-89. https://libjournals.mtsu.edu/index.php/jsbs/article/view/1067