Lessons from the front lines: How to engage BRIC consumers in multinational online communities
Manila Austin and Katrina LermanCommunispace
INTRODUCTION
The global marketplace is in flux, expanding rapidly to accommodate new markets and new consumers. As the use of the Internet and mobile devices explodes in developing nations, their citizens are drawn to the irresistible lure of the “global village” suddenly open in front of them. But as these consumers continue to grow their purchasing power and enter the digital world, they seek not only to connect with friends, family and like-minded individuals, but to gather information and inform...