O processo de cocriação de valor no mercado da base da pirâmide<p>The process of value co-creation in base market pyramid
Keywords:
Pobreza. Cocriação de Valor. Base da Pirâmide.Abstract
Este ensaio teórico tem como objetivo refletir sobre a cocriação de valor no mercado da base da pirâmide. Para atender ao objetivo do estudo, a metodologia classifica-se em pesquisa bibliográfica, exploratória e qualitativa. Foram analisados artigos de periódicos científicos e livros de autores que são referência no tema. Os principais resultados apontam o amadurecimento das ideias inicialmente concebidas por Prahalad (2004), as quais focavam a concepção de estratégias empresariais voltadas para o mercado denominado de base da pirâmide com foco no lucro para também atender às necessidades das pessoas de baixa renda. Isso se evidencia na evolução da abordagem BOP 1.0 para abordagem BOP 2.0.
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