Market Development and Value Creation for Low Socioeconomic Segments in Emerging Markets: An Integrated Perspective Using the 4A Framework

Abstract

This article uses the 4A framework (awareness, acceptability, affordability, accessibility) to examine the impact of marketing activities on market development (i.e., access to markets, access to people) and value creation (financial value and relationship value) in low-income segments in emerging markets. Using cross-national survey data spanning mobile phone users in five emerging Asian markets (countries: Bangladesh, India, Pakistan, Sri Lanka, and Thailand), the study findings provide empirical support for the 4A framework for small farmers and business persons (i.e., low-income entrepreneurs) in these markets. The study uniquely contributes to the base of pyramid literature in emerging markets since the 4A marketing framework has not been studied for its effectiveness on micro-entrepreneurs so far. This article also contributes to research and practice by showing how market development and value creation go hand-in-hand for micro-entrepreneurs in emerging markets.