ARTÍCULO
TITULO

Strategic Actions for The Bottom of the Pyramid in the Housing Sector

Anderson Santos Lima    
André Gustavo Carvalho Machado    

Resumen

This article aims to analyze the characteristics of the strategic actions adopted in the housing sector in order to assist the population ranked in the Bottom of the Pyramid (BoP) market. Specifically, it aims to describe the key elements of the BoP?s commercial infrastructure and to identify the strategies adopted to attend the housing sector. The strategy used in this research was the multiple case study conducted at three firms: construction company, real state agency and banking correspondent. The evidences showed that the commercial infrastructure of the housing sector in the BoP market has similar aspects to the ones found in the main references about the theme. The strategic actions are concerned to encouraging people from the BoP market to buy their property, and the main ones are the following: risk assessment and simplified credit approval, management consulting, use of the internet and the utilization of public policy. In addition, it was observed that the Government, as it is the main external agent, plays an important part in the viability of the housing sector business in the BoP market. This study?s results advance towards identifying and understanding of the strategies adopted to attend the housing sector.

 Artículos similares

       
 
Marcia Leopoldina Montanari Corrêa,Wanderlei Antônio Pignati,Marta Gislene Pignatti,Francco Antônio Neri de Sousa Lima     Pág. 11 - 27
A exposição aos agrotóxicos demanda a ação integrada de prevenção, vigilância e controle na redução das consequências à saúde. O estudo analisou as ações dos agentes governamentais e da sociedade civil na implementação das políticas públicas de saúde e a... ver más

 
Fernando Ribeiro Serra,Manuel Portugal Ferreira     Pág. 01 - 03
The Iberoamerican Journal of Strategic Management will be 17 years old in 2019. The current RIAE /IJSM was originated in UNNOVE's Managing Journal. In addition to highlighting the RIAE / IJSM tradition as a vehicle for publicizing management research, es... ver más

 
Linda Höglund and Maria Mårtensson    
In this paper, we study how entrepreneurial and strategic processes develop in a public-sector organisation through a theoretical lens of Strategic Entrepreneurship (SE). Previous literature on SE practices identified a number of organisational aspects?s... ver más

 
Kalle Petteri Nuortimo,Janne Härkönen    
The challenge in today?s corporations is that even though the technology portfolio of a company plays a crucial role in delivering revenue?falling as a topic mainly under the area of technology management?technology may have a negative image due to obser... ver más

 
Timothy L. Pett, John Francis, James A. Wolff     Pág. 46 - 59
This paper examines the role that learning orientation plays with respect to entrepreneurial orientation, market orientation, and, ultimately, the performance of small and medium-sized enterprises SMEs. Previous research indicated mixed findings in regar... ver más