ESRC-FAPESP Creating competitive advantage by serving marginalised communities: UK multinationals and inclusive development in Latin America

跨国企业经常被指责在新兴市场运营时只为精英人群服务。此外，它们要求地方政府建立基础设施和安排，以支持他们在各自国家的活动，从而将资源从该国服务不足的社区转移到为精英人口服务上。这项研究的目的是探索来自发达市场的跨国公司如何通过满足新兴市场服务不足的人群和边缘化社区的需求，同时为其股东提供长期经济回报的预期，为联合国可持续发展目标的实现做出贡献。考虑到在做好的同时做好事的意识日益增强，跨国公司开始意识到，利润最大化并不是通往成功的唯一途径。他们需要改善自己的形象，证明自己的存在对整个社会都是有益的，这是实现竞争优势的更长远的途径。我们打算揭示这些公司为边缘化社区服务所需的机制和行动，并在社会上树立积极的形象。为此，我们以利益相关者理论、社会企业家精神和价值创造文献为基础，并在拉丁美洲提供定性的跨国研究。我们将特别关注英国跨国公司在巴西和哥伦比亚的经验。我们将通过焦点小组和对多个参与者(如跨国公司高管、非政府组织、服务不足的消费者、社区领袖、地方政府代表、投资促进组织和当地企业家)的深入访谈来收集数据。我们将通过比较焦点小组、访谈和二手来源的数据来进行三角测量，以得出可信的结论。此外，我们将使用模式匹配和案例比较来分析和理解数据并得出结论。为了解决这个复杂的研究问题，英国和巴西的资源和专业知识将结合在一起。首席调查员和联合调查员在研究跨国公司在发展中国家的影响、对当地公司的影响、参与对管理人员的培训以及与政策制定者直接合作方面都有成功的记录。主要调查人员为国际知名商业学者和专家，拥有众多相关高水平出版物。英国团队将在理论框架、与当地研究人员分享研究和培训技能、带头分析数据、为利益相关者制作可操作的文件以及起草学术出版物方面做出贡献。巴西团队将提供对研究背景的深入了解，利用与当地企业的更广泛的网络，并在收集数据的同时与当地社会密切接触。作为结果，我们将为跨国公司和其他利益攸关方提供关于如何实现包容性发展的指导方针。

Multinational Enterprises (MNEs) are often blamed for only serving the elite population when they operate in emerging markets. In addition, they require local governments to create infrastructure and arrangements that can support their activities in the respective country, thus diverting resources from underserved communities within the country towards serving the elite population. The purpose of this study is to explore how multinationals from advanced markets can contribute to the achievement of the United Nations' Sustainable Development Goals by addressing the needs of underserved populations and marginalised communities in emerging markets, while also providing expectations of long-term economic return to their shareholders. Considering the increased awareness of doing good while doing well, MNEs are beginning to realise that profit maximization is not the only route to success. They need to improve their image and demonstrate that their existence is beneficial for the society in general, that is a more long-term route to achieve a competitive advantage. We intend to uncover the mechanisms and actions required by these companies to serve marginalised communities and to create a positive image in the society. To do so, we build from stakeholder theory, social entrepreneurship and value creation literature, and offer a qualitative cross-country study in Latin America. We will focus specifically on the experience of UK multinationals in Brazil and Colombia. We will collect data through focus groups and in-depth interviews with multiple actors (such as multinationals' executives, NGOs, underserved consumers, community leaders, local government representatives, investment promotion organizations, and local entrepreneurs). We will triangulate by comparing data from focus groups, interviews, and secondary sources to draw trustworthy conclusions. Further, we will use pattern matching and case comparison to analyse and make sense of data and draw conclusions. To address this complex research question, resources and expertise from the UK and Brazil will be combined. Principal and co-investigators have a successful track record in conducting research on MNEs impact in developing countries, on local firms, on engaging in training for managers, and working directly with policy makers. Key investigators are well-known international business scholars and experts with numerous relevant high-level publications. The UK team will contribute with theoretical framing, sharing research and training skills with local researchers, taking the lead in the analysis of data, producing actionable documents for stakeholders, and drafting academic publications. The Brazilian team will provide in-depth knowledge of the research context, drawing on wider networks with businesses locally and close engagement with local societies while collecting data. As results we will provide guidelines for multinationals and other stakeholders as to how inclusive development can be achieved.