Executive insights: Emerging market segments in a transitional economy: A study of urban consumers in China

How to integrate the emerging consumer segments in transitional economies i nto multinational corporations' global marketing strategies presents a sign ificant challenge. An analysis of China's urban consumers based on a 1997 n ational survey reveals several market segments that are distinctive in thei r demographics, psychographics, lifestyles, media usage, and consumption pa tterns. The findings suggest that multinational corporations need to adapt to the local market conditions in China and other transitional economies.