Customer-Centricity in Emerging Markets: 4A’s and Value Co-Creation

Lisa Abendroth, University of St. Thomas, Minnesota
Jaqueline Pels, Universidad Torcuato Di Tella

Document Type Working Paper

Presented at the European Marketing Academy Annual Conference, Valencia, Spain, June 6, 2014. Short abstract published in conference proceedings.


Success cases in emerging markets show firms that have adopted a customer-centric approach, embracing local differences and co-creating solutions with local actors. Meanwhile, failures often involve firms overlooking one of the 4A outcomes that customer’s value (acceptability, affordability, accessibility, and awareness). In this paper, we integrate diverse literatures related to the 4A’s, market separations, and value co-creation into a conceptual framework. This framework allows firms to assess the existing context so as to identify market resource gaps and provides guidelines for developing co-created market solutions, ultimately resulting in financial success and social value.