Innovation Platforms for Emerging Consumers: Spinning the Wheel of Retailing in Latin America

Guillermo D'Andrea; Luciana Silvestri; Leticia Costa; Fernando Fernandes; Fabio Fossen

doi:10.1108/S1474-7979(2011)0000021005

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Advances in International Marketing

ISSN: 1474-7979
Series editor(s): Professor Shaoming Zou

Subject Area: Marketing

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Innovation Platforms for Emerging Consumers: Spinning the Wheel of Retailing in Latin America

Document Information:
Title:	Innovation Platforms for Emerging Consumers: Spinning the Wheel of Retailing in Latin America
Author(s):	Guillermo D'Andrea, Luciana Silvestri, Leticia Costa, Fernando Fernandes, Fabio Fossen
Volume:	21 Editor(s): Shaoming Zou, Huifen Fu ISBN: 978-0-85724-447-5 eISBN: 978-0-85724-448-2
Citation:	Guillermo D'Andrea, Luciana Silvestri, Leticia Costa, Fernando Fernandes, Fabio Fossen (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), Emerald Group Publishing Limited, pp.33-56
DOI:	10.1108/S1474-7979(2011)0000021005 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	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.