For years, Western observers and media have been talking about the rise of Asia in terms of its massive future potential. But the time has come for the rest of the world to update its thinking—because the future arrived even faster than expected. One of the most dramatic developments of the past 30 years has been emerging Asia’s soaring consumption and its integration into global flows of trade, capital, talent, and innovation. In the decades ahead, Asia’s economies will go from participating in these flows to determining their shape and direction. Indeed, in many areas—from the internet to trade and luxury goods—they already are. The question is no longer how quickly Asia will rise; it is how Asia will lead. In 2000, Asia accounted for just under one-third of global GDP (in terms of purchasing power parity), and it is on track to top 50 percent by 2040. By that point, it is expected to account for 40 percent of the world’s total consumption, representing a profound shift in the world’s center of gravity. Transformations such as the comeback of the emerging economies happen rarely. Indeed, as seen in the case profile, there is a once a millennium circumstance. Prompt | This scenario has all sorts of implications for all sorts of activities in managing the global enterprise. Here, you’ll integrate the information highlighted in the infographic below to synthesize a sense of implication of middle-class consumption dynamics to managing marketing in the global enterprise. More precisely, consider the projected middle-class consumption spending in the graphic below. Now, speculate/predict two likely implications to how, you as a manager, adapt your international segmentation outlook and orientation.
For years, Western observers and media have been talking about the rise of Asia in terms of its massive future potential. But the time has come for the rest of the world to update its thinking—because the future arrived even faster than expected.
One of the most dramatic developments of the past 30 years has been emerging Asia’s soaring consumption and its integration into global flows of trade, capital, talent, and innovation. In the decades ahead, Asia’s economies will go from participating in these flows to determining their shape and direction. Indeed, in many areas—from the internet to trade and luxury goods—they already are. The question is no longer how quickly Asia will rise; it is how Asia will lead.
In 2000, Asia accounted for just under one-third of global
Transformations such as the comeback of the emerging economies happen rarely. Indeed, as seen in the case profile, there is a once a millennium circumstance.
Prompt | This scenario has all sorts of implications for all sorts of activities in managing the global enterprise. Here, you’ll integrate the information highlighted in the infographic below to synthesize a sense of implication of middle-class consumption dynamics to managing marketing in the global enterprise.
More precisely, consider the projected middle-class consumption spending in the graphic below. Now, speculate/predict two likely implications to how, you as a manager, adapt your international segmentation outlook and orientation.
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