Engaging customers in the emerging countries: is that different? Online publication date: Wed, 31-Dec-2014
by Darshan A. Desai
International Journal of Strategic Change Management (IJSCM), Vol. 4, No. 3/4, 2012
Abstract: Service economy is growing in the emerging countries. With growing servitisation of products, customer engagement is becoming more crucial than ever before. Digital innovations are enhancing the opportunities to serve and engage the emerging countries customers. A myriad of organisations in various industries and countries feel the excitement to reap the opportunities to serve and engage the new breed of customer. However, in the academic literature, there is a lack of research on whether or not the contextual differences of an emerging country influence the customers' engagement. This paper aims to fill this gap by exploring how the contextual differences of emerging countries of Asia influence customer engagement. The paper also discusses implications of this research for organisations' strategic change management and customer engagement practices. When many organisations are investing and thinking about adopting the 'best practices' of a Western context to engage customers in the emerging countries of Asia, this research is crucial.
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