Sustainable Distribution in Emerging Markets – African Perspective
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
Anderson, E & Coughlan A (January’ 1987), ‘International Market Entry and Expansion via Independent or Integrated Channels of Distribution”, Journal of Marketing, 51:71-82
Barney, J.B. (1991), “Firm resources and sustained competitive advantage”, Journal of Management, 17: 99-120.
Cerrutti, M. and Bertoncello, R. (2003), “Urbanization and Internal Migration Patterns in Latin America”, “Proceedings of the Conference on African Migration in Comparative Perspective”, Johannesburg, South Africa, June 4-7, 2003.
Chikweche, Tendai and Fletcher, Richard, (2012), “Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical consideration to practical realities”, Journal of Consumer Marketing, 29 (7), 507-520.
Craig, C. Samuel and Douglas, P. Susan, (2011), “Empowering rural customers in emerging markets”, International Journal of Emerging Markets, 6 (4), 382-393.
Dadzie, Q. Kofi, Dadzie, A. Charlene and. Winston, M. Evelyn, (2012), “Rethinking marketing practices in an emerging market context: An empirical evaluation of competing conceptual frameworks in Ghana”, AMA Summer Educators' Conference Proceedings, American Marketing Association.
Dawar, N. and Chattopadhyay, A. (2000), “Rethinking marketing programs for emerging markets”, Working Paper Number 320, INSEAD, Fontainebleau, June.
Dihel, Nora (2011), “Beyond the Nakumatt Generation: Distribution Services in East Africa”, Research funded by Multi Donor Trust for Trade & Development, Governments of UK, Sweden, Finland & Norway.
Ghemawat, P. (2001), “Distance still matters: The Hard Reality of Global Expansion”, Harvard Business Review, September, 137-147
Hoskisson, R., Eden, L., Lau, C-M. and Wright, M. (2000). “Strategy in emerging economies”, Academy of Management Journal, 43, 249–67.
Ireland, John (2008), “Lessons for successful BOP marketing from Caracas’ slums”, Journal of Consumer Marketing, 25 (7), 430-438
Karnani, A. (2007), “Mirage at the bottom of the pyramid: how the private sector can help alleviate poverty”, California Management Review, 49 (4), 90-111
Khanna, T, Palepu, K.G. (2010), “Winning in Emerging Markets: A Road Map for Strategy and Execution”, Harvard Business Press
Leke, A., Susan, L., and Wamelen, V.A, (2011), “Cracking the Next Growth Market”, Harvard Business Review.
London, T. and Hart, S. L. (2004). “Reinventing strategies for emerging markets: beyond the transnational model”, Journal of International Business Studies, 35, 350–70
Mahajan, V., Pratini de Moraes, M.V. and Wind, J. (2000), “The invisible global market”, Marketing Management, Winter, pp. 31-5
Mehta, R., Anderson, E. R., Dubinsky, J. A., Polsa, P., and Mazur, J, (2010), “Managing International Distribution Channel Partners: A Cross-Cultural Approach”, Journal of Marketing Channels, 17: 89–117Nelson, J. M., Tilley, C and Walker, L. (Eds.) (1998). “Transforming post-Communist political economies: Taskforce on economies in transition”, National Research Council, Washington, DC: National Academy Press.
Nkamnebe, D. Anayo, (2011), “Sustainability marketing in the emerging markets: imperatives challenges and agenda setting”, International Journal of Emerging Markets, 6 (3), 217-232.
Oliver, C. (1997), “Sustainable competitive advantage: Combining institutional and resource-based views”, Strategic Management Journal, 18: 697-713.
Oritz, N. C. M, Campbell, C. and Hyman, B. (2010), “Analyzing Market Reforms and Food Distribution Systems in Accra, Ghana” Lessons and Implications for Reforming the Bazurto Market of Cartagena, Colombia”, MIT, Department of Urban Studies & Planning (Case Study)
Penrose, E., (1959), “The theory of the growth of the firm”, White Plains, NY: Sharpe.
Porter, G. (1993), “Changing Accessibility and the Reorganization of Rural Marketing in Nigeria”, Journal of Macromarketing, Fall, 54-63
Prahalad, C. K. and Hammond, A. (2002). “Serving the world’s poor, profitably”, Harvard Business Review, September, 48–57.
Sarangi, S. and Mishra, G., (2013), “Innovating Distribution in Emerging and Untapped Markets”, Proceedings of the Conference on Innovation for Competitive Edge: Growth and Sustainability”, Noida, India, January 5-6, 2013, MACMILLAN Publishers India Ltd.
Sheth, J and Sisodia, R, (2011), “The 4 A's of Marketing: Creating Value for Customer, Companies and Society”, Routledge
Sheth, N. Jagdish (2011), “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices”, Journal of Marketing, 75, 166-182
Vachani, S., and Smith N. C., (2008), “Socially Responsible Distribution: DISTRIBUTION STRATEGIES FOR REACHING THE BOTTOM OF THE PYRAMID”, California Management Review, 50 (2), 52-84
Wright, M., Filatotchev, I., Hoskisson, E. R., and Peng, W., (2005), “Guest Editors’ Introduction Strategy Research in Emerging Economies: Challenging the Conventional Wisdom”, Journal of Management Studies, 42:1
- There are currently no refbacks.
Copyright © 2012-2016 Transnational Marketing Journal / Transnational Press London | All rights reserved | Contact Us
TRANSNATIONAL PRESS LONDON LTD. IS A COMPANY REGISTERED IN ENGLAND AND WALES No. 8771684.