An Economist article dated 5th January describes the well documented rise of the middle class consumers in major emerging market countries. It further predicts that these increasingly wealthy citizens’ consumption choices will have implications for marketing strategies of global consumer and industrial brands.
In spite of the appeal of these rapidly developing consumer markets, western firms have mixed records in adapting to local preferences. American retailer Home Depot and internet auction pioneer Ebay both left the Chinese markets in the last decade. How should multinational firms position their brand marketing to these new and diverse consumer markets? Should they customize to local markets, like Kraft Food, or cultivate local interest in a unique global brand, such as Coca Cola? Or any other strategic options?
京公网安备11010202008513号 京ICP证101109号 京ICP备12012021号
发表于 2013-1-14 19:47:49
收藏
收藏
