Challenges and opportunities of new retail horizons in emerging markets: The case of a rising coffee culture in China

Jennifer Ferreira and Carlos Ferreira

Business Horizons, 2018, vol. 61, issue 5, 783-796

Abstract: Economic growth and a rising middle class consumer base make emerging markets an attractive prospect for many international businesses. Changing patterns of retail in these countries present opportunities for business expansion that many are keen to capitalize on, but also present challenges for reaching their ambitions. This article examines the growth of the coffee shop industry in China—considering its key dynamics and drivers—in order to address questions about successful retail expansion in emerging markets. We aim to explore how changing consumer cultures have contributed to a rapidly growing industry and what strategies businesses have used to enter the market and maintain growth, as well as considerations for potential retail success in the future.

Keywords: Emerging markets; Retail business development; Consumer culture; Chinese consumer behavior; Coffee industry (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:61:y:2018:i:5:p:783-796

DOI: 10.1016/j.bushor.2018.06.001

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