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Sustainable Distribution in Emerging Markets – African Perspective

Author

Listed:
  • Subrat Sarangi

    (KIIT School of Management, KIIT University, India)

  • Sanjay Patro

    (XLRI, Iddia)

  • Ravi Shekhar Kumar

    (XLRI# India)

Abstract

The paper focuses on studying the impediments for new entrants into emerging markets from a perspective of the African economies and proposes a conceptual framework for a sustainable distribution system. While there is a lot of research on emerging economies, African markets have remained relatively untouched, more so from the distribution perspective. Further, the speed at which business transformations are happening in these markets, academic research needs to keep pace with such changes. The paper proposes four broad impediments to distribution and eleven sub-dimensions i.e. political and security, cultural, ethnic and economic diversity, infrastructural gaps, channel structures and Governance, to name a few. The proposed conceptual framework defines four strategic interventions, namely, connecting with the masses, inclusive growth, leveraging existing networks and financing micro enterprises to build a sustainable network in the African markets. The methodology for the study is an integrative analysis of existing literature, case examples and personal experience on entry strategy advisory in Africa and other emerging markets by the lead author

Suggested Citation

  • Subrat Sarangi & Sanjay Patro & Ravi Shekhar Kumar, 2014. "Sustainable Distribution in Emerging Markets – African Perspective," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(1), pages 39-60, May.
    • Handle: RePEc:mig:tmjrnl:v:2:y:2014:i:1:p:39-60
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    References listed on IDEAS

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    1. Ted London & Stuart L Hart, 2004. "Reinventing strategies for emerging markets: beyond the transnational model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(5), pages 350-370, September.
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    1. Spencer Henson & Jessica Agnew, 2021. "Are market‐based solutions a viable strategy for addressing micronutrient deficiency? Lessons from case studies in sub‐Saharan Africa and South Asia," Development Policy Review, Overseas Development Institute, vol. 39(2), pages 233-249, March.

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