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The Consumer as Barrier vs. The Consumer as Partner

Rondslätt, Isabell and Grundin, Julia (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)
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author
Rondslätt, Isabell and Grundin, Julia
supervisor
organization
year
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
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},
  keyword      = {Perceptions,globalisation,emerging markets,branding,consumers,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Consumer as Barrier vs. The Consumer as Partner},
  year         = {2006},
}