Rapid economic growth in India, China, and other developing nations in the late 20th and early 21st centuries led to the emergence of a new global middle class. These billions of potential consumers captured the imagination of multinational firms, who saw more than a billion consumers with evolving tastes. This group could drive revenue and profit growth for decades to come. This note covers the rapid emergence of the global middle class and raises questions about the definition of the middle class, its consumption habits, and its implications on both domestic politics and international relations.This note can be used in conjunction with cases or mini-cases or be used alone.
Note on the Global Middle Class
by: Robert E. Kennedy, Aneel Karnani
Publication Date: July 26, 2011
Length: 11 pages
Product ID#: 1-428-941
Core Disciplines: International Business
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Teaching Objectives
After reading and discussing the material, students should:
- describe appropriate business terms and principles approriate to this case,
- apply critical concepts from earlier learning to define a solution to the case,
- successfully articulate data and information in support of the solution proposed,
- critically analyze and discuss other responses and solutions to the case,
- draw lessons from the case analysis,
- generalize the learnings of this case to other business challenges and decisions in organizations other than the one analyzed in this case study,
- demonstrate leadership and scholarship in analysis.