Department/School
Marketing
Date of this version
12-2013
Document Type
Working Paper
Keywords
Emerging Markets, 4A’s, Value Co-Creation, Low income consumers, market resource gap
Abstract
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.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Citation/Other Information
Presented at the European Marketing Academy Annual Conference, Valencia, Spain, June 6, 2014. Short abstract published in conference proceedings.