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Developing Productive Customers in Emerging Markets
Flores, Fernando , Maria Flores-Letelier, and Charles Spinosa
45/4  (Summer 2003): 77-103

Most companies believe that successful entry into lower-income, emerging markets requires price slashing by subtracting product features. Moreover, companies generally believe that it is appropriate to appeal to potential customers strictly as consumers who want their needs satisfied. However, this article demonstrates that companies can appeal to customers as productive agents who want to build and transform their lives. Offering customers productivity-enhancing systems coupled with culturally appropriate offerings will allow them to charge appropriately and succeed in lower-income, emerging markets. This article provides examples of such successful competitive differentiation in the global marketplace.

 

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