The new middle class in emerging markets: How values and demographics influence discretionary consumption
The rise of new middle-class consumers in rapidly transforming emerging markets has attracted the attention of Western business executives. What they know about this growing segment of customers will determine whether they succeed or fail in these markets. The present study examines the factors that...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley-Liss Inc.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |