Cost to serve as a strategic decision variable in the design of strategies as regards emerging marketing channels (Spanish)
October 3, 2015
Mejia-Argueta, C. & Higuita-Salazar, C.
- Appeared In: Estudios Gerenciales
- Volume: 31, 2015
- Issue: 134
- Pages: 50 – 61
The objective of this paper is to compare different traditional approaches about the cost analysis for emerging markets in order to identify gaps and opportunities related to cost-to-serve. The results show that no particular methodology exists for emerging markets, and there is no a robust analysis to define the profitability for customers, segments, or products. There is a clear gap because the definition of service strategies does not match the needs expressed by clients. A final table is introduced as a conclusion, showing the methodologies with the activities considered by them, as well as the opportunities, strengths and weaknesses.