Introduction

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

A chapter in Brand Breakout, 2013, pp 1-20 from Palgrave Macmillan

Abstract: Abstract In the last two decades, the world has witnessed the most dramatic shift in its economic center of gravity since 1500 AD. About 500 years ago, the center of economic activity started to shift decisively to the West — first Western Europe, and then the North Atlantic, which has dominated since. What are now called emerging markets began the challenge to this status quo from December 1978, when the Chinese, under the leadership of Deng Xiaoping, started a program of economic reforms (改革开放). It took some time before the other major markets joined in. Between 1989 and 1994, India initiated its economic reform, Brazil launched its Plano Real, South Africa replaced its internationally and economically isolated apartheid rule with democratic government, Mexico signed the North America Free Trade Agreement, and the Soviet Union collapsed. Vast countries and their populations opened to the global economy.

Keywords: Gross Domestic Product; Gross Domestic Product Growth Rate; Global Brand; National Champion; Foreign Brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27662-9_1

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DOI: 10.1057/9781137276629_1

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