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

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    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 capitalise on, but also challenges for reaching their ambitions. This paper examines the growth of the coffee shop industry in China, considering its key features dynamics and drivers, in order to address questions about successful retail expansion in emerging markets. It aims to explore how changing consumer cultures have contributed to a rapidly growing industry, what strategies businesses have used to enter the market and maintain growth, as well as considerations for potential retail success in the future.
    Original languageEnglish
    Pages (from-to)783-796
    Number of pages14
    JournalBusiness Horizons
    Volume61
    Issue number5
    Early online date26 Jul 2018
    DOIs
    Publication statusPublished - Sep 2018

    Bibliographical note

    NOTICE: this is the author’s version of a work that was accepted for publication in Business Horizons. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Business Horizons.

    Keywords

    • emerging market
    • retail
    • China
    • coffee
    • consumer culture

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