Developing productive customers in emerging markets

被引:24
作者
Letelier, MF
Flores, F
Spinosa, C
机构
关键词
D O I
10.2307/41166189
中图分类号
F [经济];
学科分类号
02 ;
摘要
Most companies believe that successful entry into lower-income, emerging markets requires price slashing by subtracting product features. Moreover, companies generally believe that it is appropriate to appeal to potential customers strictly as consumers who want their needs satisfied. However, this article demonstrates that companies can appeal to customers as productive agents who want to build and transform their lives. Offering customers productivity-enhancing systems coupled with culturally appropriate offerings will allow them to charge appropriately and succeed in lower-income, emerging markets. This article provides examples of such successful competitive differentiation in the global marketplace.
引用
收藏
页码:77 / 103
页数:27
相关论文
共 34 条
[1]  
ABERCROMBIE N, 1994, AUTHORITY CONSUMER, P44
[2]  
[Anonymous], 1999, DEV FREEDOM
[3]  
[Anonymous], 1997, Disclosing new worlds: Entrepreneurship, democratic action, and the cultivation of solidarity
[4]   Notes toward an application of McCracken's ''cultural categories'' for cross cultural consumer research [J].
Applbaum, K ;
Jordt, I .
JOURNAL OF CONSUMER RESEARCH, 1996, 23 (03) :204-218
[5]   Materialism and well-being: A conflicting values perspective [J].
Burroughs, JE ;
Rindfleisch, A .
JOURNAL OF CONSUMER RESEARCH, 2002, 29 (03) :348-370
[6]  
Dawar N, 1999, HARVARD BUS REV, V77, P119
[7]  
ENGARDIO P, 2001, BUSINESS WEEK 0827
[8]  
EPSTEIN MJ, 2000, COUNTING COUNTS TURN
[9]   Consumers and their brands: Developing relationship theory in consumer research [J].
Fournier, S .
JOURNAL OF CONSUMER RESEARCH, 1998, 24 (04) :343-373
[10]  
GABRIEL Y, 1995, UNMANAGEABLE CONSUME, P191