Is The Good Enough Market Attractive Enough?

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By Director of CEIBS Research Centre for Emerging Market Studies Professor of Strategy and International Business Klaus E. Meyer

The middle market has become the battle ground between foreign and local firms in emerging economies. Many foreign investors have in recent years been earning healthy margins in the premium segment, yet realize that they miss out on faster growing lower-price markets. At the same time, some local competitors are steadily moving up from the lower tier to the middle market, and have started to challenge leaders in the premium segment. Whether and how to engage in the middle market – also known as the ‘good enough’ or ‘frugal’ market – is thus a major concern for European and American businesses in emerging economies such as China. Read more on Forbes.com

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