The Consumer as Barrier vs. The Consumer as Partner
(2006)Department of Business Administration
- Abstract
- First objective: To bring forward managers’ perceptions of the underserved consumers in emerging markets. Second objective: To reveal what implications managers’ perceptions of underserved consumers in emerging markets provide for branding in these markets. Our study indicates that managers’ perceptions are still lacking consumer insights within five elements (value, loyalty, purchasing power, consumers and consumption). Hence, we identified that the mindset of managers is focused to short-term gains rather than viewed from a long-term perspective. We believe that managers today possess an old mindset (e.g. short-term, passive, consumer as barrier), whereas managers should engage in a new mindset (e.g. long-term, proactive, consumer as... (More)
- First objective: To bring forward managers’ perceptions of the underserved consumers in emerging markets. Second objective: To reveal what implications managers’ perceptions of underserved consumers in emerging markets provide for branding in these markets. Our study indicates that managers’ perceptions are still lacking consumer insights within five elements (value, loyalty, purchasing power, consumers and consumption). Hence, we identified that the mindset of managers is focused to short-term gains rather than viewed from a long-term perspective. We believe that managers today possess an old mindset (e.g. short-term, passive, consumer as barrier), whereas managers should engage in a new mindset (e.g. long-term, proactive, consumer as partner) in order to become successful. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1345049
- author
- Rondslätt, Isabell and Grundin, Julia
- supervisor
- organization
- year
- 2006
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Perceptions, globalisation, emerging markets, branding, consumers, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1345049
- date added to LUP
- 2006-06-01 00:00:00
- date last changed
- 2012-04-02 15:59:35
@misc{1345049,
abstract = {{First objective: To bring forward managers’ perceptions of the underserved consumers in emerging markets. Second objective: To reveal what implications managers’ perceptions of underserved consumers in emerging markets provide for branding in these markets. Our study indicates that managers’ perceptions are still lacking consumer insights within five elements (value, loyalty, purchasing power, consumers and consumption). Hence, we identified that the mindset of managers is focused to short-term gains rather than viewed from a long-term perspective. We believe that managers today possess an old mindset (e.g. short-term, passive, consumer as barrier), whereas managers should engage in a new mindset (e.g. long-term, proactive, consumer as partner) in order to become successful.}},
author = {{Rondslätt, Isabell and Grundin, Julia}},
language = {{swe}},
note = {{Student Paper}},
title = {{The Consumer as Barrier vs. The Consumer as Partner}},
year = {{2006}},
}