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SEGMENTATION ET STRATEGIES DE COMMUNICATIONDANS LES MARCHES EMERGENTS:Une approche croisée des concepts de pyramideéconomique et d'acculturation

Author

Listed:
  • Agnes Boutin

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Charlotte Gaston Breton

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

This article studies the socio-economic and cultural characteristics in emerging markets segmentation and their influence upon international communication. The conceptual developments are based upon the Prahalad's economic pyramid and the acculturation approach. The proposed framework to analyze communication strategies is illustrated with the advertisements of several foreign advertisers in two emerging markets, Russia and Morocco.

Suggested Citation

  • Agnes Boutin & Charlotte Gaston Breton, 2006. "SEGMENTATION ET STRATEGIES DE COMMUNICATIONDANS LES MARCHES EMERGENTS:Une approche croisée des concepts de pyramideéconomique et d'acculturation," Post-Print halshs-00355541, HAL.
    • Handle: RePEc:hal:journl:halshs-00355541
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00355541
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    Cited by:

    1. Bernard GARRETTE & Asli KOZAN & Thomas ROULET, 2014. "Défis au Bas de la Pyramide," Working Papers 2014-427, Department of Research, Ipag Business School.

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