D'Andrea, G., Silvestri, L., Costa, L., Fernandes, F., Fossen, F. , 2011. Innovation platforms for emerging consumers: Spinning the wheel of retailing in Latin America. In Shaoming Zou, Huifen Fu (ed.) . International Marketing -Advances in International Marketing: Volume 21:33-56. : .
"This exploratory study identifies key pillars on which innovative business models rely in the Latin American retail landscape. First, using qualitative research methods, we delve into the minds of Latin America's emerging consumers to uncover their needs and paradigms. In a region where retail innovation has traditionally been targeted at high-income consumers, we find a new breed of retailers that cater to the large mass of emerging consumers. Second, we explore the avenues of innovation retailers have followed to serve this impoverished segment and find that retailers' efforts to innovate have resulted in at least three original retail formats: one centered on providing access to durable goods, another centered on offering a wide assortment of goods and a convenient location, and the last one centered on incorporating design and quality. Based on the wheel of retailing theory, we show how these new formats are changing the structure of the retail industry in the region."
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D'Andrea, G., 2010. Gestión de marca y estrategia de tienda. In Fraile, G., Curat, C., Giacani, N.. Fashion Management: Claves de gestión en el negocio de la moda:. 2da parte:Dirigir y gestionar una empresa de moda : 143-180. Buenos Aires: .
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D'Andrea, G., 2007. Beating the paradox of emerging markets: Strategies for reaching the consumers at the base of the pyramid. In Grosse,R.& Mesquita,L.(eds.). Can latin american firms compete? : . New York: .
D'Andrea, G., 2007. Understanding consumers and retailers at the base of the pyramid. In Rangan, V.K., Quelch, J.A., Herrero, G. & Barton, B. (eds.). Business solutions for the global poor. Creating social and economic value: Part One,Chapter Two:25-40. San Francisco: .
This chapter focuses on low-income consumers in Latin America, and on the retailers that serve their needs. We first highlight some macroeconomic data on the region, describe the research method followed, and then cover our major findings about low –income consumers( such as brand preference, frequency of purchase, ticket size, store selection criteria, their buying decision process, and so on). We then look at the retailers that serve these consumers’ needs and try to understand their business model and value proposition. Finally, we analyze both the performance and the fiscal behavior of smaller retailers.
Alegre, P.. Un plan comercial consistente: la clave para el éxito.. In En Guillermo Fraile (Ed.). "Somos Pymes. Herramientas para una empresa más competitiva": Capítulo 1: 23-67. Buenos Aires: Temas.