Purpose – The purpose of this paper is to develop a taxonomy to describe and synthesize the retail strategies and store formats in the fast-changing modernization context of emerging markets. It identifies how these different formats are related to the existing literature about retail evolution. The paper proposes analogies between the empirical findings and the Big Middle Theory model developed by Levy et al. (2005). Design/methodology/approach – Structured observations and personal interviews were conducted with managers/owners of 108 apparel stores located in three unplanned shopping districts in São Paulo, Brazil. Cluster analysis was used to derive the store formats. Findings – The results identify four store formats – old fashioned, price focused, specialized, and consolidated – reflecting diverse marketing strategies and different stages in the retailing modernization cycle. There is a striking resemblance between these empirically derived formats and the four types of retail segments (Big Middle, Low price, Innovative, and in Trouble) proposed by the Big Middle model. Research limitations/implications – There are limitations due to the exploratory nature of the research: the specific context (São Paulo, apparel retail sector) where the empirical data was collected restricts the generalization of the results to other situations; lack of precision in the appraisal of the variables might limit the research replicability. Nevertheless, this research contributes to expanding the scarce knowledge about the retailing phenomenon in emerging markets. An extension of the Big Middle model is suggested to depict the existing retail formats in emerging markets, offering therefore a theoretical contribution to the retail literature. Practical implications – The study provides retailers with a framework against which to map their format, competitive strategy, and stages of the modernization cycle, enabling them to better adjust the configuration of their marketing mix variables. It also offers a classification scheme of stores formats which will help to describe the apparel retailing industry in emerging markets. Social implications – Public policies are suggested to technically assist the modernization process and survival of more vulnerable retail formats. Originality/value – Considering the fast-growing economic importance of the new “low-middle class” of emerging markets, and also the relevance of apparel retailing, this research is relevant and unique because it helps to bridge a gap in the limited literature and knowledge in this area.

Antecedentes e consequências do gerenciamento das finanças domésticas na classe média baixa brasileiraAntecedencias y consecuencias de la administración financiera doméstica en la clase media baja brasileña ABSTRACT Through two complementary and exploratory studies -one qualitative and one quantitative -this research aims to understand the ways in which lower-middle-class families in Brazil manage their household finances. The study proposes an integrated framework that brings together various previously disconnected theoretical fragments. Based on a survey with a sample of 165 lower-middle-class female consumers of a retail company in São Paulo, we explored and tested, via a quantitative study, how antecedents such as personal characteristics affect the financial management process, as well as its consequences, either negatively as defaults or positively as savings. The model calibration and analysis were derived from a series of regression analyses. The results revealed the mediator role that financial management plays in the relationship between personal characteristics and defaults and savings. Compared to previous studies with consumers of more affluent countries, we identified peculiar findings among Brazilian lower-middle-class consumers: inadequate attention to control, weak or no focus on short-or long-range planning, widespread absence of budget surplus, and influence of critical events on episodes of default.KEYWORDS | Household financial management, mental budget, default, savings, Brazilian lower-middle-class. RESUMO PALAVRAS-CHAVE | Gestão das finanças domésticas, orçamento mental, inadimplência, poupança, classe média baixa brasileira. RESUMEN Mediante dos estudios exploratorios complementarios -uno cualitativo y otro cuantitativo-, la presente investigación tiene como objetivo entender los medios por los cuales las familias de clase media-baja brasileña RAE-Revista de Administração de Empresas | FGV-EAESP

This study investigated the attitudes of low-income consumers, comparing their preferences between high street retail districts and shopping centers. The interviews were conducted in three representative retail districts in low-income neighborhoods in the city of São Paulo. Although the consumers were more satisfied with shopping centers, they still indicated stronger patronage intention for street shopping districts. Ten attractiveness factors were assessed as influencing the responses regarding these two types of retail agglomerations. While shopping malls received better evaluation on environment, infrastructure, variety of stores and security, the street districts were judged to be better regarding access and value. With the increasing purchasing power, degree of discernment and mobility of low-income consumers in Brazil, we believe that street retail districts, without intense efforts for revitalization, will tend to enter a severe process of deterioration.

. Rio de Janeiro: Elsevier, 2012. 260 páginas. A honestidade é uma característica amplamente divulgada pela maioria das pessoas, honestas ou não. Parece haver um consenso de que ser honesto é a melhor forma de conduzir todos os aspectos da nossa vida, seja nos relacionamentos pessoais ou profissionais, ou em relação a nós mesmos. Com uma pergunta desconcertante, Dan Ariely, inicia a discussão sobre o que é desonestidade: "Por que mentimos para todo mundo: inclusive para nós mesmos?" Com o intuito de apresentar um panorama do desenvolvimento desse campo de estudo, o autor apresenta, neste livro, uma série de estudos científicos realizados em diversas situações, por pesquisadores de diferentes universidades, Os resultados são apresentados em linguagem simples e de maneira leve, não lembrando, nem de longe, os artigos acadêmicos que os originaram. Embora os estudos sejam interessantes e tenha havido o cuidado de fazer alguns experimentos de campo em situações reais, a maioria deles segue a metodologia predominante da área -a dos experimentos de laboratório -que nem sempre conseguem reproduzir situações próximas à realidade do cotidiano das pessoas.

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Todos os direitos reservados. Permitida a citação parcial, desde que identificada a fonte. Proibida a reprodução total. Em caso de dúvidas, consulte a Redação: gvcasos.redacao@fgv.br; (11) Mais do que um balanço do que aconteceu nos dois primeiros anos, os executivos precisavam rever os planos para os próximos anos do programa e decidir se o Instituto continuaria com investimentos sociais desse tipo em outras comunidades. "A principal pergunta a ser respondida é o que aprendemos até agora e como podemos aproveitar essa expertise em outros programas", provoca Mindlin.Em um país com tantas demandas sociais, a replicabilidade de programas sociais é fundamental para a ampliação do escopo das iniciativas que visam ao desenvolvimento social.1 Os autores agradecem o apoio da Accenture na elaboração deste caso.