How Firms Implement Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix Framework

This study evaluates the applicability of the 4As marketing mix activities (i.e., affordability, accessibility, acceptability, and awareness) in emerging market conditions, using Ghana as the empirical context. Two-thirds of firms in the sample report medium-to-high use of all the 4As. Only affordability and accessibility marketing mix activities lead to market share performance (demand aggregation advantage), while all 4A activities lead to financial performance. Further, the regulatory environment moderates the relationship between affordability and market share performance. Thus, the study results suggest that emerging markets firms emphasize different components of the 4A marketing mix for optimal effectiveness.