Business Commons^™

Customer Value Creation For The Emerging Market Middle Class: Perspectives From Case Studies In India, Rifat Sharmelly, Anton Klarin

Research outputs 2014 to 2021

This paper examines the customer value creation framework and discusses the design of the key elements for product development in emerging markets. A scientometric/bibliometric scoping literature review identifies a clear gap in the current research in studying prerequisites for customer value creation in emerging market contexts. Observing experiences of Daikin and Renault in the context of India, the purpose of this paper is to identify value creation strategic choices following which comprehensive customer value offerings in products and services can be successfully created by firms across the four facets of the framework in emerging markets. Value creation strategies include having …