Co-creation of the value: A framework for empowering the marketing strategies in emerging markets

Emerging markets nowadays are playing a key role in world’s economy. Entering in an emerging market has always had its challenge for companies due to the different market characteristic than developed countries, mostly because of their market heterogeneity. Design and developing a framework for reducing the negative impact of these market characteristic is essential for firms. S-D logic focuses on contextual usage of consumer, so service providers must involve consumers in specific activity, task and mechanism in order to alleviate the emerging market’s heterogeneity and wide range of customer’s perspectives. co creation of value is a creative framework for collaboration between producers and users. Winning in an emerging market is defined based on variety of customer’s perspective consideration. This paper indicates co creation of value and value-in-exchange between firms and consumers as an approval of designing a marketing strategy for winning in an emerging market.

کلیدواژه ها:

emerging markets ، market characteristics ، marketing strategy ، S-D Logic ، co creation