کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7425118 1482835 2018 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users
ترجمه فارسی عنوان
رشد پایه در بازارهای نوظهور: استراتژی های بازاریابی برای افزایش نسبت غیر کاربر به کاربران
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Emerging markets are the growth engines of the world but they differ significantly from developed countries. Multinationals tend to flounder in these countries due to the challenges posed by five key emerging market characteristics: market heterogeneity, sociopolitical governance, unbranded competition, chronic shortage of resources and inadequate infrastructure. Reducing the negative impact of these emerging market characteristics can increase the ratio of first-time users to nonusers thereby resulting in large scale market expansion. To this end, we propose eight marketing strategies rooted in the 4 A's framework: Affordability through democratizing and upscaling the offer; Accessibility through managing and reinventing reach; Acceptability through cultural and functional fusion; and Awareness through building brand identity and engaging stakeholders. Achieving these customercentric outcomes can help companies overcome the challenges and realize the true potential of emerging markets.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 86, May 2018, Pages 217-224
نویسندگان
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