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- W2304350417 abstract "The international business landscape has transformed in dramatic ways over the past three decades. In particular, the importance of middle class households, concentrated especially in urban areas in emerging markets, is now well-recognized. We propose and demonstrate a systematic approach to urban-based market potential analysis. Based on international market segmentation literature, our key argument is that a more focused market potential analysis, based on middle class households, is superior to an aggregate, country-level market potential analysis. The proposed method highlights specific market potential indicators, especially suitable for middle class analysis. Further, we demonstrate this new approach through a case study. Finally, this manuscript positions itself as a managerial tool." @default.
- W2304350417 created "2016-06-24" @default.
- W2304350417 creator A5005928751 @default.
- W2304350417 date "2016-06-01" @default.
- W2304350417 modified "2023-09-26" @default.
- W2304350417 title "Reaching middle class consumers in emerging markets: Unlocking market potential through urban-based analysis" @default.
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- W2304350417 doi "https://doi.org/10.1016/j.ibusrev.2016.03.005" @default.
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