The global consumer: Is sophistication growing across the world?

This paper looks at the big picture: brands across the globe. Its hypothesis is that while Western consumers are having doubts about many brands, brands are riding a wave of enthusiasm in emerging markets.

The global consumer: Is sophistication growing across the world?

Dominic Scott-MaldenJigsaw Research

Introduction

Some MRS papers are highly focused on a particular research issue, technique or metric. This one is not. This paper looks at the big picture: brands across the globe. Although it is based on years of international research experience and depth interviews with expert commentators in different countries, it is still full of generalisations and speculation. Some of it may interest, engage or enrage you; and I hope that some of it, at least, strikes a chord.

Brands are the foot soldiers of capitalism, carrying the...

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