Operating in Emerging Markets: A Guide to Management and Strategy in the New International Economy

6. Targeting Emerging Market Clients I: The Rich and the Middle Classes

Introduction

This chapter turns to an examination of the emerging markets as consumer markets. People living in emerging markets grow a rising share of the food that an expanding global population consume, work in the assembly lines that produce everything from fridges to iPhones, extract the minerals and energy necessary to sustain global economic growth, develop new high-tech services, and, increasingly, contribute to the global consumption of all of these products and services. Understanding the way these populations live and the production and consumption patterns that characterize emerging markets has become an important new challenge for business. For many managers ...