Exponential development of the center class is a defining characteristic of rising markets. Given the state of current research, this observe welcomes papers that search to conceptualize and operationalize the new world ‘middle class’. For instance, how does the concept of center class challenge, lengthen, or hinder the applicability of existing theories and perspectives presently employed in international business research? In addition to MNEs, what types of firms (e.g., SMEs, SOEs, international new ventures & born globals, digital platform firms) goal the brand new world middle class? What ways and techniques do such firms use and the way steady are they over time?
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