Market Development and Value Creation for Low Socioeconomic Segments in Emerging Markets: An Integrated Perspective Using the 4A Framework
- 22 September 2020
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 41 (2), 373-390
- https://doi.org/10.1177/0276146720960221
Abstract
This article uses the 4A framework (awareness, acceptability, affordability, accessibility) to examine the impact of marketing activities on market development (i.e., access to markets, access to people) and value creation (financial value and relationship value) in low-income segments in emerging markets. Using cross-national survey data spanning mobile phone users in five emerging Asian markets (countries: Bangladesh, India, Pakistan, Sri Lanka, and Thailand), the study findings provide empirical support for the 4A framework for small farmers and business persons (i.e., low-income entrepreneurs) in these markets. The study uniquely contributes to the base of pyramid literature in emerging markets since the 4A marketing framework has not been studied for its effectiveness on micro-entrepreneurs so far. This article also contributes to research and practice by showing how market development and value creation go hand-in-hand for micro-entrepreneurs in emerging markets.Keywords
This publication has 52 references indexed in Scilit:
- Bottom of the Pyramid as a Source of Breakthrough InnovationsJournal of Product Innovation Management, 2011
- Characterization of Permanent Deformation of Asphalt Mixtures Based on Shear PropertiesTransportation Research Record: Journal of the Transportation Research Board, 2010
- The Impact of Mobile Telephony on Developing Country Micro-Enterprise: A Nigerian Case StudyInformation Technologies and International Development, 2008
- Research Approaches to Mobile Use in the Developing World: A Review of the LiteratureThe Information Society, 2008
- Profitable Business Models and Market Creation in the Context of Deep Poverty: A Strategic ViewAcademy of Management Perspectives, 2007
- The Digital Provide: Information (Technology), Market Performance, and Welfare in the South Indian Fisheries SectorThe Quarterly Journal of Economics, 2007
- Serving the world's poor: innovation at the base of the economic pyramidJournal of Business Strategy, 2007
- Testing for Multigroup Invariance Using AMOS Graphics: A Road Less TraveledStructural Equation Modeling: A Multidisciplinary Journal, 2004
- Adjusting for demographic covariates by the analysis of covarianceJournal of Clinical and Experimental Neuropsychology, 1992
- Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information TechnologyMIS Quarterly, 1989