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

Lisa J. Abendroth · Jaqueline Pels

5 citations0/0 files storedUST Research Online (University of St. Thomas - Minnesota)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Innovation and Socioeconomic Development Business Strategies and Innovation Service and Product Innovation

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 5 citations exist upstream.

References

2006Service-dominant logic: reactions, reflections and refinements 2006Marketing renaissance: How research in emerging markets advances marketing science and practice 2011Bottom of the Pyramid as a Source of Breakthrough Innovations 2006The Path to Customer Centricity 2007Serving the world's poor: innovation at the base of the economic pyramid 2009Marketing to subsistence consumers: Lessons from practice 2008Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context 2012Characterizing Emerging Markets

Cited by

2022What Are The Rural And Urban Marketing Components, If Any, Within Agri-Food Marketing In Bottom Of The Pyramid- Subsistence Market Contexts In Developing Countries? A Literature Review

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.