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dc.contributor.authorAlteren, Gro
dc.date.accessioned2023-07-11T09:18:57Z
dc.date.available2023-07-11T09:18:57Z
dc.date.issued2023-04-06
dc.description.abstractMaking the multinational companies’ (MNCs) products attractive among the low- and the high-income consumers is challenging in an emerging market. This study uses the 4As framework (affordability, accessibility, acceptability and awareness) to investigate the marketing activities that three Western companies from the industries such as telecoms, brewery and decorative paint implemented to match the needs in the Indian market. By proposing to split affordability into three categories, the study extends the 4As framework. Three general strategies emerged, each one composed of six 4As marketing activities. The strategies, one for each industry, show different approaches to how companies could develop the demand for their products. Each strategy is linked to one of the three categories of affordability: (a) Serving consumers across economic classes (affordable to everyone). (b) Serving consumers looking for an international lifestyle (affordable to the mainstream and the premium segments). (c) Serving consumers seeking a higher level of materialism (affordable to the premium segment). The study presents theoretical and managerial implications, and suggestions for future research.en_US
dc.identifier.citationAlteren G. Matching the Needs in an Emerging Market: An Investigation of Multinational Companies’ Marketing Strategies by Using the 4As Framework. FIIB Business Review. 2023en_US
dc.identifier.cristinIDFRIDAID 2117882
dc.identifier.doi10.1177/23197145231158505
dc.identifier.issn2319-7145
dc.identifier.issn2455-2658
dc.identifier.urihttps://hdl.handle.net/10037/29616
dc.language.isoengen_US
dc.publisherSAGE Publicationsen_US
dc.relation.journalFIIB Business Review
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2023 The Author(s)en_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0en_US
dc.rightsAttribution 4.0 International (CC BY 4.0)en_US
dc.titleMatching the Needs in an Emerging Market: An Investigation of Multinational Companies’ Marketing Strategies by Using the 4As Frameworken_US
dc.type.versionpublishedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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Attribution 4.0 International (CC BY 4.0)
Except where otherwise noted, this item's license is described as Attribution 4.0 International (CC BY 4.0)