Breakout Strategies for Emerging Markets: Business and Marketing Tactics for Achieving Growth

10. Connecting the Dots

Emerging markets are the brave new frontiers for companies looking to grow and expand their global presence, but competing successfully in these markets requires companies to make a significant change in their marketing strategy. The first step we have advocated for this journey is to adopt the 4 A’s framework that compels a business to answer four fundamental questions from a customer perspective: What do consumers find acceptable in this market? What is affordable for these consumers? What will increase consumers’ accessibility to products and services? What efforts are required to increase consumers’ awareness (Sheth and Sisodia 2012)? Traditionally, marketing strategy has been dominated by the 4 P’s—product, price, ...