Year: 2013
Type: article
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.
Authors: Lisa J. Abendroth, Jaqueline Pels
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1522836659