ABSTRACT
Which Nations Constitute Emerging Countries? ..................................... 16 What Makes Emerging Markets Interesting? ............................................ 17 The Four Themes ........................................................................................... 18
Theme 1: Culture-Is It Predictably the Same? .................................... 18 Cultural Differences and Similarities between the BRIC Countries ..................................................................................... 18
Taking a Look at the Box OfŽce .............................................................. 20 Top Films at the Chinese Box OfŽce in 2008 .................................... 20 Top Films at the Brazilian Box OfŽce in 2008 .................................. 20 Top Films at the Russian Box OfŽce in 2008 .................................... 20 Top Films at the Indian Box OfŽce in 2008 ....................................... 20
Theme 2: People-How Are They Different? ........................................ 21 Who Are the ‘Users’ in the Emerging Markets? .............................. 21
China ...........................................................................................................23 Emergence of ‘Third China’ ................................................................23 Other Segmentation Models ............................................................... 24 Li Yi’s Model .......................................................................................... 26
Socio-Economic Classes in Russia .......................................................... 26 Distribution of Population by Per Capita.......................................... 26
Socio-Economic Classes in Brazil ........................................................... 29 Socio-Economic Classes in India ............................................................ 31
Segmentation in India, Based on Income .........................................33 The United States ......................................................................................35 What Does All This Add Up To? ............................................................36 Theme 3: Technology-Is It There at All? ..............................................38
