Cost to serve as a strategic decision variable in the design of strategies as regards emerging marketing channels (Spanish)

Cost to serve as a strategic decision variable in the design of strategies as regards emerging marketing channels (Spanish)

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October 3, 2015

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  • Author(s):
    Mejia-Argueta, C. & Higuita-Salazar, C.
  •  

  • Appeared In: Estudios Gerenciales
  • Volume: 31, 2015
  • Issue: 134
  • Pages: 50 – 61

Abstract

  • 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.