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Published by: Rotman Management Magazine
Originally published in: "Rotman Management Magazine", 2014
Length: 5 pages
Topics: Marketing; Strategy

Abstract

In his work at IDEO, the author has been closely studying a gigantic emerging market: the Chinese middle class consumer. In this article he describes three key aspects of this consumer's identity. Calling this consumer segment 'a moving target', he says the important thing is to maintain a consistently human-centered approach aimed at uncovering latent needs. Businesses that continually develop their empathy and understanding of this group, he says, can meet the evolving needs of one of the largest new markets in history.
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Abstract

In his work at IDEO, the author has been closely studying a gigantic emerging market: the Chinese middle class consumer. In this article he describes three key aspects of this consumer's identity. Calling this consumer segment 'a moving target', he says the important thing is to maintain a consistently human-centered approach aimed at uncovering latent needs. Businesses that continually develop their empathy and understanding of this group, he says, can meet the evolving needs of one of the largest new markets in history.

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