Beleza natural: crescendo na base da pirâmide

Abstract

O Beleza Natural é uma rede com seis salões de beleza, localizado nos Estados do Rio de Janeiro e Espírito Santo. A empresa, que existe há 14 anos, é especializada em cabelos crespos e atende a cerca de 30 mil clientes todos os meses. A demanda crescente tem impulsionado o crescimento da rede, mas os sócios questionam o modelo a ser seguido nos próximos anos: crescer organicamente ou pelo sistema de franquias?

Reviewing a Decade of Research on the “Base/Bottom of the Pyramid” (BOP) Concept

“…A year-by-year analysis of the disciplines in which the articles are published, presented in Figure 3, suggests that, as the impact of the BOP concept spreads in the management field, the number of disciplinary perspectives used to analyze the BOP increases considerably. *** Insert Figure 3 about here *** Interestingly, although most articles are in English, the search returned a few in other languages, such as Portuguese (Carvalho Suarez, Moreira Casotti, & Cunha de Almeida, 2008;), Spanish (Márquez, 2007;, German , and Chinese (Jiang, Yan, & Shi, 2006), indicating some diffusion of the BOP idea beyond academic institutions in the English-speaking world. 1 This finding, however, may reflect the search procedures in the article databases used for this review as much as the international diffusion of BOP research.…”