O MICROCRÉDITO COMO FOMENTADOR DE UMA INFRAESTRUTURA COMERCIAL VOLTADA PARA A BASE DA PIRÂMIDE: O CASO DO PROGRAMA EMPREENDER BANANEIRAS MICROCREDIT AS A DEVELOPER OF A FOCUSED COMMERCIAL INFRASTRUCTURE FOR THE BASE OF THE PYRAMID: THE CASE OF THE UNDERTAKE BANANEIRAS PROGRAM

Abstract

This article aims to analyze how the Undertake Bananeiras Program contributes to the development of a focused commercial infrastructure to meet the base of the pyramid in the Paraiba (Brazil) municipality of Bananeiras. The research strategy used was the case study. To collect the data, interviews were conducted with three representatives of the organization, and five beneficiaries of the program, as well as analysis of documents and direct observation. As for the results, it was identified that the Undertake Bananeiras Program, a social innovation for the municipality of Bananeiras, acts as developer of a commercial infrastructure focused on serving the base of the pyramid. However, it is necessary the work of other actors that make possible joint actions and to develop the necessary elements to meet this segment of the population.

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