The New Global Middle Class: Potentially Profitable -- but Also Unpredictable

A new global middle is rising up in emerging economies around the world providing competition for labor and resources along with enormous promise for multinationals eager to sell to the burgeoning ranks of first-time consumers. But don’t expect this new group to act in the same way -- and have the same preferences -- as prior generations of middle-class consumers suggest Wharton faculty and analysts.

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