Frugalidade no desenvolvimento de produtos: estudo de caso em uma multinacional no Brasil

Abstract

The theme of frugal innovation has gained theoretical and applied interest, relating both to the analysis of characteristics of emerging markets, and to new strategies in the development of products and services to serve these markets. It consists in the practice of developing quality products, relatively cheaper, through lowcost solutions for customers with low purchasing power. In order to understand the development of a frugal business model, this research is based on studies on frugality and product development. Since analyses prevail in the context of China and India, given their great potential for expansion, an opportunity for a study in the Brazilian context was identified. For this, the case of a multinational company located in Brazil, in the expansion phase of its business in the Brazilian market, was investigated. For data analysis, analysis categories identified in academic literature were used, which made up the theoretical foundation of the study, such as antecedents, processes and results in frugal projects. The adherence of the defined categories regarding the studied context was verified. With regard to the antecedents, the understanding of the strategies for the expansion of the brand in the Brazilian market through the development of a frugal product for local production, contributed to the brand's internationalization. As for the processes, the detailed understanding of the company's procedure for developing projects together with the interviews enriched the study. Finally, as a result, the realization of the local production of a product with low added value, as well as investment in local technological capabilities and constant improvement actions and sustainable implementations, enabled the expansion of the brand and increase in volume in the Brazilian market. Furthermore, the research reveals opportunities related to: effects of institutional aspects such as adaptability of local legislation; relations between frugality and sustainability; as well as questions related to the most adequate investment strategy for the type and objective of the business.