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Objective: To explore whether there is any causal combination of marketing conditions affecting the growth stage of social entrepreneurship proposals in two emerging countries: Brazil and Mexico. Method: An exploratory type of research was developed, applying a comparative qualitative configurational analysis with 18 case studies or study units, nine from each country, to discover the combination of key conditions of marketing variables associated with the growth stage of the ventures studied. Main Results: In Mexico, growth occurs with the presence of a distribution channel, approach to multiple target markets, hybrid mission, and penetration pricing strategy. In Brazil, on the other hand, growth is explained by penetration pricing, variety of products and services, multiple distribution channels, and loyalty programs. Relevance: This work is relevant for its contribution to the understanding of the role of marketing variables in the survival and extension of the growth phase of social enterprises. Theoretical/Methodological Contributions: The paper contributes to the advancement of knowledge of marketing capabilities in growth-stage social enterprises in emerging countries. [ABSTRACT FROM AUTHOR]

This article analyzes the determinant attributes valued by the retail consumer of construction materials in São Paulo State, Brazil, using a survey with 450 consumers from two large retail networks of construction materials in three Brazilian cities testing two hypotheses regarding the differences in attributes valued by the consumes when choosing a point of sale. The Correspondence Analysis (CA) was used to examine relationships of the valued attributes from one city to another. The results showed that there are 45 determinant attributes valued by the consumer, classified into 9 categories (relationship, service, convenience, pricing policy, point of sale, product, services, promotion and brand). The categorization proved to that some categories, for example, convenience, have different meanings in cities with different profiles. Other attributes appreciated by customers were product variety, location of store, personalized service, price, quality of products, and store image. The results of the study contribute to the field by enhancing knowledge of determinant attributes valued in construction materials retail, helping store managers to shape their marketing strategies. [ABSTRACT FROM AUTHOR]