Popular product development: strategy, innovation and decision making

Abstract

This work studies the decision process involved in the development of a popular product in Brazil for a multinational company. The method was case study. The product was launched in the market at the end of 2003, being the first popular product of the company in the world. Some interesting points of this study: a) The importance of the new market (the bottom of income pyramid) to the company; b) The development of a product specifically addressed to the needs of this market with a totally customized solution; c) The decision of a new product platform development.

Keywords

• Produto popular
• Inovação
• Estratégia
• Popular product
• Innovation
• Strategy