Resumen

MEJIA ARGUETA, Christopher  y  HIGUITA SALAZAR, Catalina. Cost to serve as a strategic decision variable in the design of strategies as regards emerging marketing channels. estud.gerenc. [online]. 2015, vol.31, n.134, pp.50-61. ISSN 0123-5923.

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.

Palabras clave : Cost to serve; Profitability; Logistics strategy; Commercial strategy; Segmentation.

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