Strategies for legitimation in different markets
| Type of market | Price sensitivity | Brand awareness | Regulatory environment | Product concerns | Legitimation strategies |
|---|---|---|---|---|---|
| Advanced markets | Low | High | Consistent | Capabilities | Emotional advertising messages |
| Dynamic capabilities of the product | |||||
| Undiscovered markets | Low | Low | Complex | Capabilities | Niche segments |
| Regulatory complexity | |||||
| High quality and compliance | |||||
| Rising markets | High | High | Consistent | Price and Capabilities | Functional marketing |
| Highlight product benefits and value | |||||
| Challenging markets | High | Low | Complex | Price | Risk appeals |
| Focus on affordability, quality and utility |
| Type of market | Price sensitivity | Brand awareness | Regulatory environment | Product concerns | Legitimation strategies |
|---|---|---|---|---|---|
| Advanced markets | Low | High | Consistent | Capabilities | Emotional advertising messages |
| Dynamic capabilities of the product | |||||
| Undiscovered markets | Low | Low | Complex | Capabilities | Niche segments |
| Regulatory complexity | |||||
| High quality and compliance | |||||
| Rising markets | High | High | Consistent | Price and Capabilities | Functional marketing |
| Highlight product benefits and value | |||||
| Challenging markets | High | Low | Complex | Price | Risk appeals |
| Focus on affordability, quality and utility |
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