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Value Capture and Beneficiary Stakeholders of the Next Generation of Supermarkets Marketing

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Contemporary Retail Marketing in Emerging Economies

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

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Abstract

A comprehensive discussion on the potential and prospects of unearthing the commercial, pedagogical and research value of supermarket card-based databases in Ghana drawing on examples across some developed economies of the world indicates a positive outlook. There is an inherent potential in retail supermarket databases to glean value in three forms commercial, research and pedagogical. The commercial value can be achieved through subjecting consumer data to social demographic profiling to facilitate target marking, communication, promotions and processing, and adding value to supermarket databases by marketing agencies to support corporate and strategic decision-making of retail industry players. Beyond proving an enabling environment to explore the three identifiable values, the emergence of supermarkets in emerging markets is generating an environment for winners and losers including foreign-based supermarkets and their local competitor stakeholders.

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Authors and Affiliations

  1. GIMPA Business School, Ghana Institute of Management and Public Administration (GIMPA), Accra, Ghana

    David Eshun Yawson

  2. Birkbeck College, University of London, London, UK

    Fred A. Yamoah

Authors
  1. David Eshun Yawson
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  2. Fred A. Yamoah
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Yawson, D.E., Yamoah, F.A. (2022). Value Capture and Beneficiary Stakeholders of the Next Generation of Supermarkets Marketing. In: Contemporary Retail Marketing in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-11661-2_7

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