Title
Market Resource Gaps: Identifying Resources to Cocreate Solutions that Facilitate Consumption
Department/School
Marketing
Date of this version
2017
Document Type
Article
DOI
https://doi.org/10.1177/1470593117702291
Abstract
The needs of low-income consumers in emerging markets often go unfulfilled. In this article, we integrate literature related to cocreation, market separation, and the 4As (acceptability, affordability, accessibility, and awareness) into a new conceptual framework on market resource gaps. The framework allows firms to determine the nature and extent of the gaps between themselves and consumers that limit consumption while simultaneously identifying resources for potential integration into new solutions that can resolve these gaps. The framework also recognizes market dynamics and can be employed iteratively to enable continuous innovation.
Volume
17
Issue
3
Published in
Marketing Theory
Citation/Other Information
Abendroth, L. J., & Pels, J. (2017). Market resource gaps: Identifying resources to cocreate solutions that facilitate consumption. Marketing Theory, 17(3), 357–371. https://doi.org/10.1177/1470593117702291