Note on the Global Middle Class

by: Robert E. Kennedy, Aneel Karnani

Publication Date: July 26, 2011
Length: 11 pages
Product ID#: 1-428-941

Core Disciplines: International Business

Partner Collection:

Available Documents

Click on any button below to view the available document.

Don't see the document you need? Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.


Need to make copies?

If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.

Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.

Teaching Note

This product does not have a teaching note.


Rapid economic growth in India, China, and other developing nations in the late 20th and early 21st centuries led to the emergence of a new global middle class. These billions of potential consumers captured the imagination of multinational firms, who saw more than a billion consumers with evolving tastes. This group could drive revenue and profit growth for decades to come. This note covers the rapid emergence of the global middle class and raises questions about the definition of the middle class, its consumption habits, and its implications on both domestic politics and international relations.This note can be used in conjunction with cases or mini-cases or be used alone.

Teaching Objectives

After reading and discussing the material, students should:

  • describe appropriate business terms and principles approriate to this case,
  • apply critical concepts from earlier learning to define a solution to the case,
  • successfully articulate data and information in support of the solution proposed,
  • critically analyze and discuss other responses and solutions to the case,
  • draw lessons from the case analysis,
  • generalize the learnings of this case to other business challenges and decisions in organizations other than the one analyzed in this case study,
  • demonstrate leadership and scholarship in analysis.