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)

By: Christopher Mejía Argueta

October 3, 2015

  • Author(s):
    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.


Christopher Mejía Argueta

Christopher Mejía Argueta is a Postdoctoral fellow in the Industrial Engineering and Innovation Sciences department at Eindhoven University of Technology (TU/e) in the Netherlands. Prior to joining TU/e, he was the academic leader at the Center for Latin-American Logistics Innovation (CLI) from the MIT SCALE Network in Bogota where he developed dozens of projects with industry, research centers and Latin-American universities related to disaster response, urban logistics, supply chain strategy, packaging, transportation, multicriteria decision making and last-mile delivery in emerging markets.

He holds a MSc. (2009) and a PhD. (2013) in Industrial Engineering from Tecnologico de Monterrey (Mexico) where he carried out research at the Industrial Engineering Research Center and at the Trade and Logistics Innovation Center (ITESM-Georgia Tech alliance). During his graduate studies, he analyzed logistic operations in intermodal transportation networks for the importation of spare parts by using multicriteria optimization, he developed a research regarding workforce optimization at Hewlett-Packard Laboratories in Palo Alto and his PhD research work (resulting from a stay at UPC/Universidad de Malaga in Spain) tackled integrated humanitarian logistic operations during the preparation and response phases for frequent floods via multicriteria optimization, heuristics and geographic information systems.

Christopher has given talks for different topics related to applied research, innovation and supply chain management to practitioners, governmental authorities, undergraduate and graduate students in Latin America. He is also an active participant at academic conferences especially in POMS, INFORMS, IFORS, APMOD, MCDM and MIT SCALE. Christopher is referee for a set of Latin-American journals and international journals such as European Journal of Operational Research and Transportation Research in which he has published his research. Additionally he is an associate researcher at CLI and he also serves as a consultant for some governmental committees.