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Global Market Resarch 2012 is the 24th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
|Author(s): Hy Mariampolski, Maribel Suarez, Leticia Casotti
Collection: Latin America 2010
Keywords: Ethnographic Research, Observational Research
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Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In this regard, the experience of Beleza Natural, a brand of hair care products and chain of beauty salons targeted to the needs of Brazil’s Black and mixed race communities is unique. With eleven branches located in Rio de Janeiro, Espírito Santo and Bahia States, 16 year-old Beleza Natural currently provides services for close to 70,000 clients every month.