Cracking Representations of Emerging Markets: It’s Not Just about Affordability

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KATHI KITNER, RENEE KURIYAN and SCOTT D. MAINWARING

This paper will examine the social factors that mediate technology adoption among the emerging middle class in order to show how messaging, positioning, and targeting communications to potential consumers, if based on flawed representations, such as the First Time Buyer, can lead to missed market opportunities, or worse. We advocate an alternative approach based on ethnographic frameworks that can help to gauge the social viability of products, deconstructing these assumptions and notions to help smooth the path of technology adoption in emerging markets. To represent our findings, we created a “tool,” the “Social Viability Measure (SVM),” to help private industry and others approach new markets by bringing an understanding of social forces into the strategic planning, messaging and positioning of products.

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