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The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework

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  • Kofi Q. Dadzie
  • Charlene A. Dadzie
  • Evelyn M. Winston

Abstract

Although marketing has long been posited to be shifting from segment marketing to customer-centric marketing, there is little theoretical insight into the status of such transformation, especially in emerging African economies. Therefore, this paper develops an integrated theoretical framework for assessing (a) the extent to which firms in African economies use the segment marketing mix (4Ps) versus the customer-centric marketing mix (4As) as well as (b) their antecedents and performance outcomes. Propositions drawn from qualitative data and theoretical tenets in strategic management and in institutional theory are offered to guide systematic empirical research.

Suggested Citation

  • Kofi Q. Dadzie & Charlene A. Dadzie & Evelyn M. Winston, 2019. "The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework," Journal of African Business, Taylor & Francis Journals, vol. 20(2), pages 206-223, April.
    • Handle: RePEc:taf:wjabxx:v:20:y:2019:i:2:p:206-223
    DOI: 10.1080/15228916.2019.1583978
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    Cited by:

    1. Esi A. Elliot & Carmina Cavazos & Benjamin Ngugi, 2022. "Digital Financial Services and Strategic Financial Management: Financial Services Firms and Microenterprises in African Markets," Sustainability, MDPI, vol. 14(24), pages 1-15, December.

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