TY - JOUR TI - Costo de servir como variable de decisión estratégica en el diseño de estrategias de atención a canales de mercados emergentes JO - ESTUDIOS GERENCIALES;Vol. 31 No. 134 Enero/Marzo 2015 PB - Universidad Icesi PY - 2015 issn 01235923 AB - 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 KW - Facultad de Ciencias Administrativas y Económicas KW - Producción intelectual registrada - Universidad Icesi KW - Estudios Gerenciales KW - Costo KW - Rentabilidad KW - Estrategia logística UR - http://hdl.handle.net/10906/77262 ER -