IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-27662-9_1.html
   My bibliography  Save this book chapter

Introduction

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

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.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "Introduction," Palgrave Macmillan Books, in: Brand Breakout, pages 1-20, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_1
    DOI: 10.1057/9781137276629_1
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-137-27662-9_1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.