3. Discussion
3.1. Theoretical and managerial implications
EMs offer both great challenges and great opportunities. Our theoretical contribution is a framework with eight strategies that can reduce the negative impact of EM characteristics to increase the ratio of first-time users to non-users. In developing this framework, we bridge the two streams of literature in this field–standardization/adaptation and the marketing mix. For managers, our paper provides practical guidance on how to better manage the negative impact of EM characteristics.
Adopting our proposed 4 As framework (acceptability, affordability, accessibility and awareness) and its eight strategies requires a fundamental shift from the traditional ways of thinking about marketing strategy in EMs. This customer centric, outside-in perspective will often entail a transformative experience for companies and especially for successful MNCs. It will encourage the Chief Marketing Officers (CMOs) to focus on the following questions about EM consumers: What will they find acceptable? What will they perceive as affordable? How can the company increase accessibility to its products? What brand positioning the company needs to build awareness not just with consumers but also with other stakeholders?
For answering these questions, the traditional marketing mix components (product, price, place and promotion) can be used creatively and in combinations to achieve the 4 A outcomes. Acceptability requires re-thinking the first P, product by using fusion strategies. Affordability requires evaluating pricing and product in terms of ability to pay and willingness to pay. Acceptability needs re-thinking both place and processes with respect to existing and new ways of reaching people, especially non-users. Awareness must leverage several Ps such as product, promotion as well as processes for positioning the brand in a purpose-driven manner.
