Impact & Expertise

Publications

  • Trading Up: The New American Luxury

  • Michael Silverstein, Neil Fiske
  • October 2003
  • Trading Up: The New American Luxury documents a powerful new dynamic in the purchasing patterns of middle class consumers that shatters previous conceptions of what constitutes the target market for a select group of luxury brands. The book draws on 20 years of consumer research to illustrate the willingness of consumers to pay a premium for certain brands they identify with through a behavior called "trading up." Buy at Amazon 

Search for a Publication

  • * Please select an Industry
  • * Please select a Capability
  • * Please select Practice Area Type
  • Go

Keyword Search:

Enter a keyword here to search our publications database.
Recommend Print

Winning in a Slow-Growth Economy

Surviving and thriving in the downturn is the theme of our Collateral Damage series, which includes some practical steps that companies need to take now to secure their future. READ

BCG Offices

GlobeBCG has more than 70 offices around the world. Learn about our global presence.
Go


The Premier Thought-Leadership Resource

BCGPerspectives ImageExplore the latest cutting-edge thinking on business and management issues.bcgperspectives.com