Michael J. Silverstein Book order

This is the first detailed look at the new generation of consumers in emerging markets - how they think, shop, buy and dream - and what companies must do to win them over, from the heads of Boston Consulting Group's consumer and globalization practices in the US, China and India. It is the dawn of the emerging consumer: Are you ready? By 2020, consumers in China and India will generate more than $10 trillion of total annual revenue for companies selling to them. Already the world's biggest buyers of cars, mobile phones, shoes, home appliances, and more-consumers in these countries are waiting for your firm's products and services. But are you ready for the demand?

In today's economic climate, companies are reassessing strategies to attract customers, particularly women, who account for 64% of household spending and $12 trillion annually. Ignoring this demographic poses significant risks. This timely book draws on a groundbreaking study by The Boston Consulting Group, which surveyed 12,000 women across 21 countries, uncovering their deepest desires, frustrations, and aspirations. The authors highlight the growth and influence of this "invisible market," emphasizing that addressing women's needs is crucial for revitalizing the economy. The book provides actionable strategies for businesses to expand their global reach by innovatively catering to women’s concerns. Key insights include that 47% of respondents identified time constraints as their biggest challenge, while 48% cited managing household finances. Conflicts with partners often revolve around money (19%), chores (15%), and work schedules (12%). Additionally, 68% of women feel they are above their ideal body weight, and only 25% consider themselves very attractive. Notably, 44% report rarely feeling powerful. While primarily aimed at business professionals, the book also appeals to a broader audience, offering insights into consumer behavior and its reflection on human psychology and desires, akin to Paco Underhill's work.

This text presents an examination of the economic countertrend whereby middle income consumers have made the art of bargain hunting into a major business opportunity.

Consumers today are willing to pay a significant premium for goods and services that are emotionally important to them and that deliver the perceived values of quality, performance, and engagement. But in other categories that aren't emotionally important, they become bargain hunters: a passionate Mercedes driver will shop at Target every weekend; a construction worker who splurges on a $3,000 set of Callaway golf clubs will also buy store-brand groceries.<p>What are the financial and emotional pressures and social forces that drive these product choices? What are the benefits that qualify a premium-price product or service for mass acceptance? And how can an established producer create a successful mass luxury brand?</p><p>In Trading Up, a world-class team of consultants and researchers explores these questions and shows how companies create premium brands that appeal to the mass-market consumer. The book is teeming with ideas that are relevant to product developers, business strategists, marketers, and social critics as well as consumers themselves.</p>