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Can Latin American Firms Compete?$
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Robert Grosse and Luiz F. Mesquita

Print publication date: 2007

Print ISBN-13: 9780199233755

Published to Oxford Scholarship Online: January 2008

DOI: 10.1093/acprof:oso/9780199233755.001.0001

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Beating the Paradoxes of Emerging Markets: Strategies for Reaching the Consumers at the Bottom of the Pyramid

Beating the Paradoxes of Emerging Markets: Strategies for Reaching the Consumers at the Bottom of the Pyramid

Chapter:
(p.340) 15 Beating the Paradoxes of Emerging Markets: Strategies for Reaching the Consumers at the Bottom of the Pyramid
Source:
Can Latin American Firms Compete?
Author(s):

Guillermo D'Andrea

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199233755.003.0015

This chapter reviews the strategies of Latin American companies that have attained leading positions in the region, facing and beating major global companies in their product categories. The companies studied include Cemex, Corona Beer, Arcor, Jabon La Corona, Nazca Cosmetics, Bodegas Lopez, and others. The chapter examines the complex context drawn by scarcity in the region, and several ‘myths’ about the poor that blur managers' perspective when assessing the real market potential. Consumer research conducted in six major markets proves them wrong. The paradoxes that prevent managers from developing innovative strategies that have given the examined companies access to broad mass markets in the region are considered.

Keywords:   Latin America, strategy, emerging economies, scarcity, innovation

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