%0 Journal Article 
%T Costo de servir como variable de decisión estratégica en el diseño de estrategias de atención a canales de mercados emergentes
%J ESTUDIOS GERENCIALES;Vol. 31 No. 134  Enero/Marzo 2015
%D 2015
%@ 01235923
%U http://hdl.handle.net/10906/77262
%X The objective of this paper is to compare different traditional approaches about the cost analysis for
emerging markets in order to identify gaps and opportunities related to cost-to-serve. The results show
that no particular methodology exists for emerging markets, and there is no a robust analysis to define the
profitability for customers, segments, or products. There is a clear gap because the definition of service
strategies does not match the needs expressed by clients. A final table is introduced as a conclusion,
showing the methodologies with the activities considered by them, as well as the opportunities, strengths
and weaknesses
%K Facultad de Ciencias Administrativas y Económicas
%K Producción intelectual registrada - Universidad Icesi
%K Estudios Gerenciales
%K Costo
%K Rentabilidad
%K Estrategia logística
%~ GOEDOC, SUB GOETTINGEN