New technologies and the bottom of the pyramid: a case study in the construction sector

Authors

  • Diogo Gabriel Teixeira de Gouvêa Centro Federal de Educação Tecnológica Celso Suckow – CEFET, Rio de Janeiro, (Brasil)
  • Renan da Silva Machado Instituto Brasileiro de Mercado de Capitais – IBMEC, Rio de Janeiro, (Brasil)
  • Gabriel Biscaia Instituto Brasileiro de Mercado de Capitais – IBMEC, Rio de Janeiro, (Brasil)
  • Marina Pereira Mota da Silva Centro Federal de Educação Tecnológica Celso Suckow – CEFET, Rio de Janeiro, (Brasil)
  • Pedro Senna Vieira Centro Federal de Educação Tecnológica Celso Suckow da Fonseca, CEFET, Rio Janeiro, (Brasil)

DOI:

https://doi.org/10.53946/rmr.v3i1.29

Keywords:

Base of the Pyramid, Digitization, Digital Transformation

Abstract

Objective: The article proposes an investigation of aspects of the strategy for the Base of the Pyramid, taking Hart's protocol script as a theoretical reference, and MRV's strategic movement in the digitization of its business processes in search of improvement in customer service and in the proposition of services, following the trend of society in its technology interaction.

Method: Through the case study, this research intends to investigate a contemporary phenomenon starting from its real context, using multiple sources of evidence, including several public sources of information from the organization and other available secondary data.

Main Results: MRV promotes a revolution by changing its business model, adopting BoP 2.0 concepts intertwined with the digitization of its processes and the beginning of its digital transformation journey.

Relevance/originality: To speed up the digital transformation process, MRV created a startup to make the digital transformation process more agile, expanding its portfolio of traditional businesses, made possible by the digital wave that Brazilian consumers have been identifying with.

Theoretical/methodological contributions: The article focused on an analysis of the revision in BoP 2.0 by Hart (2008) in the item “deep dialogue”, because, given the example and initial study unfolded in MRV, there could be the possibility of replacing it with “ omni interaction”, after a closer study, as it is mandatory that organizations serve bottom-of-the-pyramid customers in all available channels, in an integrated and concise way.

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Author Biographies

Diogo Gabriel Teixeira de Gouvêa, Centro Federal de Educação Tecnológica Celso Suckow – CEFET, Rio de Janeiro, (Brasil)

Doutorando em Engenharia de Produção e Sistemas pelo Centro Federal de Educação Tecnológica Celso Suckow – CEFET, Rio de Janeiro, (Brasil).

Renan da Silva Machado, Instituto Brasileiro de Mercado de Capitais – IBMEC, Rio de Janeiro, (Brasil)

Mestre em Administração pelo Instituto Brasileiro de Mercado de Capitais – IBMEC, Rio de Janeiro, (Brasil).

Gabriel Biscaia, Instituto Brasileiro de Mercado de Capitais – IBMEC, Rio de Janeiro, (Brasil)

Doutorando pela Faculdade de Economia do Centro de Estudos Sociais da Universidade de Coimbra  FEUC/CES, (Portugal).

Marina Pereira Mota da Silva, Centro Federal de Educação Tecnológica Celso Suckow – CEFET, Rio de Janeiro, (Brasil)

Mestranda em Engenharia de Produção pela Universidade Federal do Rio de Janeiro - UFRJ, Rio de Janeiro, (Brasil).

Pedro Senna Vieira, Centro Federal de Educação Tecnológica Celso Suckow da Fonseca, CEFET, Rio Janeiro, (Brasil)

Pós-Doutorando em Engenharia de Produção pelo Instituto Alberto Luiz Coimbra de Pós-Graduação e Pesquisa de Engenharia da Universidade Federal do Rio de Janeiro - COPPE/UFRJ. Doutor pelo Programa de Pós - Graduação em Engenharia de Produção e Sistemas - PPPRO, do Centro Federal de Educação Tecnológica Celso Suckow da Fonseca, CEFET/Rio Janeiro, (Brasil).

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Published

2023-03-22

How to Cite

Teixeira de Gouvêa, D. G., Machado, R. da S., Biscaia, G., Mota da Silva, M. P. ., & Vieira, P. S. (2023). New technologies and the bottom of the pyramid: a case study in the construction sector . Retail Management Review, 3(1), e29. https://doi.org/10.53946/rmr.v3i1.29

Issue

Vol. 3 No. 1 (2023): Fluxo contínuo (JAN/DEZ)

Section

Tecnologia da informação e gestão da inovação no varejo

License

Copyright (c) 2023 Diogo Gabriel Teixeira de Gouvêa, Renan da Silva Machado, Gabriel Biscaia, Marina Pereira Mota da Silva

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