Inclusive Go-To-Market Strategy Design for Promoting Sustainable Consumer Access and Participation Across Socioeconomic Demographics
Year: 2021
Type: article
Abstract: Inclusive go-to-market (GTM) strategies are critical for ensuring that sustainable products and services reach and engage consumers across diverse socioeconomic demographics. This review synthesizes current literature on market access, consumer participation, and sustainability, identifying the barriers and enablers of inclusive GTM approaches. We examine the theoretical underpinnings of inclusivity in marketing, including social equity frameworks and participatory design principles, and assess methodological approaches used to evaluate market penetration among underserved segments. Key components of inclusive GTM strategies—such as tiered pricing, adaptive distribution networks, culturally tailored communications, and multi-stakeholder partnerships—are analyzed through a comparative lens. Drawing on case studies from emerging and developed markets, we illustrate best practices and highlight the role of digital platforms in bridging access gaps. Our findings reveal that successful inclusive GTM designs not only enhance market reach and consumer empowerment but also reinforce sustainable consumption patterns and social value creation. We conclude by proposing a holistic framework for practitioners and policymakers, outlining actionable recommendations for designing and implementing inclusive GTM strategies, and identifying avenues for future research to address persistent challenges in socioeconomic equity and market sustainability.
Authors: Oyenmwen Umoren, Paul Uche Didi, Oluwatosin Balogun, Ololade Shukrah Abass, Oluwatolani Vivian Akinrinoye
Language: English
Subfield: Business and International Management
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: bronze
OpenAlex ID: W4413430970