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Costo de servir como variable de decisión estratégica en el diseno de estrategias de atención a canales de mercados emergentes

Author

Listed:
  • Christopher Mejía Argueta
  • Catalina Higuita Salazar

Abstract

Este artículo tiene como objetivo documentar diferentes enfoques tradicionales sobre el análisis de costos para mercados emergentes a fin de hallar brechas y áreas de oportunidad relacionadas con la temática del costo de servir. El artículo encuentra que no existe una metodología adaptada para mercados emergentes que permita analizar detalladamente la rentabilidad en canales, clientes y productos para crear estrategias de atención acordes con las necesidades que estos grupos expresan. Al final de la revisión y contraste de metodologías, se explica una tabla con los procedimientos analizados y las áreas de oportunidad más importantes que servirán de base para la creación de una metodología de costo de servir para mercados emergentes.

Suggested Citation

  • Christopher Mejía Argueta & Catalina Higuita Salazar, 2015. "Costo de servir como variable de decisión estratégica en el diseno de estrategias de atención a canales de mercados emergentes," Estudios Gerenciales, Universidad Icesi, January.
    • Handle: RePEc:col:000129:012489
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1928
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    More about this item

    Keywords

    Costo de servir; Rentabilidad; Estrategia logística; Estrategia comercial; Segmentación;
    All these keywords.

    JEL classification:

    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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