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Ítem Costo de servir como variable de decisión estratégica en el diseño de estrategias de atención a canales de mercados emergentes(Universidad Icesi, 2015-01-01) Mejía Argueta, ChristopherThe 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