Measuring pricing power of a global brand in an Asian market
Venu Gorti, Ruchira Jain, Don Sexton and Kamal SenCogitaas AVA, PepsiCo and Columbia University
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Brand building and pricing in developing markets
The Emerging Markets house the bulk of human populace, with China and India alone accounting for about 30% of the world's population. As these markets have developed and per capita income has risen in many of these countries, they have become growth engines for global consumer companies. For example China's per capita incomes tripled in nominal terms in...