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Executive insights : emerging market segments in a transitional economy : a study of urban consumers in China
Journal of International Marketing
  • Geng CUI, Lingnan University, Hong Kong
  • Qiming LIU, Gallup Research Co. Ltd., China
Document Type
Journal article
Publication Date
  • emerging market segments,
  • transitional economies,
  • urban China,
  • demographic indicators,
  • segment profiles,
  • consumption patterns
How to integrate the emerging consumer segments in transitional economies into multinational corporations' global marketing strategies presents a significant challenge. An analysis of China's urban consumers based on a 1997 national survey reveals several market segments that are distinctive in their demographics, psychographics, lifestyles, media usage, and consumption patterns. The findings suggest that multinational corporations need to adapt to the local market conditions in China and other transitional economies.
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Citation Information
Cui, G., & Liu, Q. (2001). Executive insights: Emerging market segments in a transitional economy: A study of urban consumers in China. Journal of International Marketing, 9(1), 84-106. doi: 10.1509/jimk.