Desenvolvimento de um 'Framework' de Adoção da Inovação no Mercado de Baixa Renda Outros Idiomas

ID:
51722
Resumo:
Pesquisas sobre a inovação e o mercado de baixa renda têm focado eminentemente no desenvolvimento de produtos e gestão de marketing, assumindo uma postura top-down das empresas para os consumidores. Do ponto de vista do indivíduo, tem sido dada pouca atenção para compreender a adoção da inovação pelos consumidores de baixa renda. O presente artigo tem como objetivo apresentar o desenvolvimento de um framework de adoção da inovação do consumidor de baixa, renda assumindo uma postura bottom-up, focando principalmente nos consumidores e em suas restrições estruturais e individuais encontradas no contexto de pobreza. Os pressupostos teóricos que embasam o framework consistem nas restrições encontradas pelos consumidores do mercado da base da pirâmide, que englobam baixa renda, falta de informação, conhecimento e confiança. Para buscar alternativas a fim de minimizar esse efeito, procurou-se na literatura fatores que pudessem influenciá-lo. Como resultado, o artigo apresenta um framework teórico que busca evidenciar a relação entre as restrições da baixa renda e sua influência na adoção da inovação. Partindo do pressuposto de que essa é uma relação negativa, o framework apresenta variáveis sustentadas na literatura de inovação e baixa renda, que podem influenciar esse efeito principal.
Citação ABNT:
NOGAMI, V. K. C.; VELOSO, A. R. Desenvolvimento de um 'Framework' de Adoção da Inovação no Mercado de Baixa Renda. Revista de Administração Contemporânea, v. 22, n. 5, p. 726-744, 2018.
Citação APA:
Nogami, V. K. C., & Veloso, A. R. (2018). Desenvolvimento de um 'Framework' de Adoção da Inovação no Mercado de Baixa Renda. Revista de Administração Contemporânea, 22(5), 726-744.
DOI:
http://doi.org/10.1590/1982-7849rac2018170287
Link Permanente:
http://www.spell.org.br/documentos/ver/51722/desenvolvimento-de-um--framework--de-adocao-da-inovacao-no-mercado-de-baixa-renda/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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