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

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  • Ferreira, Jennifer
  • Ferreira, Carlos

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.

Suggested Citation

  • Ferreira, Jennifer & Ferreira, Carlos, 2018. "Challenges and opportunities of new retail horizons in emerging markets: The case of a rising coffee culture in China," Business Horizons, Elsevier, vol. 61(5), pages 783-796.
    • Handle: RePEc:eee:bushor:v:61:y:2018:i:5:p:783-796
    DOI: 10.1016/j.bushor.2018.06.001
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    Cited by:

    1. Farman Afzal & Yunfei Shao & Muhammad Sajid & Fahim Afzal, 2019. "Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    2. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    3. Chiu, Candy Lim & Ho, Han-Chiang & Yu, Tiancheng & Liu, Yijun & Mo, Yuwen, 2021. "Exploring information technology success of Augmented Reality Retail Applications in retail food chain," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Juan M. C. Larrosa & Leandro Meller & Juan I. Uriarte & Gonzalo R. Ramírez Muñoz de Toro, 2023. "Retail coffee pricing dynamics in Argentina," SN Business & Economics, Springer, vol. 3(8), pages 1-21, August.
    5. Antonella Samoggia & Margherita Del Prete & Chiara Argenti, 2020. "Functional Needs, Emotions, and Perceptions of Coffee Consumers and Non-Consumers," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    6. Li, Rong & Laroche, Michel & Richard, Marie-Odile & Cui, Xinyu, 2022. "More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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