Paper about international management on august 27, group 1

paper about international management

On August 27, Group 1 facilitated discussions on chapter 3. Figure 3-2 on page 213 talks about serving middle-class consumers in emerging economies. Right after our class, the Wall Street Journal published an article titled “India embraces luxury as China turns cool” which can be accessed via you can’t open the full article, here is the trick: copy the article title and paste it into the Google address bar and search, then click on the search result to access the Wall Street Journal.)

Task: The article discusses how luxury brands try to attract Indian wealthy households. Although middle-class consumers can not afford such luxurious items, their purchasing power is hard to ignore. What do you think Indian middle-class consumers are looking for? Provide a couple of examples. Use the model to identify the strategies to cater to Indian middle-class consumers.

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