The 7A Framework: Extending the 4A Framework Based on Exchanges in Subsistence Marketplaces in India and Vietnam
Article
Sarker, Tapan, Dey, Subhendu, Maity, Moutusy, Arli, Denni and Nguyen, Giang. 2022. "The 7A Framework: Extending the 4A Framework Based on Exchanges in Subsistence Marketplaces in India and Vietnam." Journal of Macromarketing. https://doi.org/10.1177/02761467221099818
| Article Title | The 7A Framework: Extending the 4A Framework Based on Exchanges in Subsistence Marketplaces in India and Vietnam |
|---|---|
| ERA Journal ID | 19821 |
| Article Category | Article |
| Authors | Sarker, Tapan (Author), Dey, Subhendu (Author), Maity, Moutusy (Author), Arli, Denni (Author) and Nguyen, Giang (Author) |
| Journal Title | Journal of Macromarketing |
| Number of Pages | 25 |
| Year | 2022 |
| Place of Publication | United States |
| ISSN | 0276-1467 |
| 1552-6534 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1177/02761467221099818 |
| Web Address (URL) | https://journals.sagepub.com/doi/full/10.1177/02761467221099818 |
| Abstract | Researchers in the marketing domain have investigated some key drivers of market development in subsistence marketplaces in emerging economies. This article contributes to the literature by proposing a 7A framework that identifies an enhanced set of drivers of market development in subsistence marketplaces in emerging markets (EMs) (by extending the 4A framework). Using qualitative data collected through in-depth interviews with farmers (i.e., micro-entrepreneurs) in subsistence marketplaces from two EMs (countries: India, Vietnam), the study findings provide evidence of the 7A's as facilitators and/or inhibitors of market development in such markets. This article draws attention to the growing importance of the selling processes and strategies used by farmers in such markets for maintaining relationships with customers and investigates the benefits and challenges of selling at farmers’ markets that contribute to developing the 7A framework. The study uniquely contributes to the base of pyramid (BoP) literature in emerging markets, which could be of interest to future researchers examining the effectiveness of the 7A marketing framework on micro-entrepreneurs. The study findings offer important insights into policy and practice by uncovering new dimensions of market development for micro-entrepreneurs in emerging markets. |
| Keywords | Market development, Macromarketing, Subsistence marketplace, Emerging markets, 7A framework, 4A framework, Farmers’ markets, India, Vietnam |
| ANZSRC Field of Research 2020 | 350716. Small business organisation and management |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Institution of Origin | University of Southern Queensland |
| Byline Affiliations | School of Business |
| Indus Business Academy, India | |
| Indian Institute of Management Lucknow, India | |
| University of Tasmania | |
| University of Newcastle |
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