|Opis:||The consequences of modern globalization are multifaceted, positive and negative. In recent decades, the economy has led to global social and demographic changes through mass internationalization and migration to the Asian part of the world. Important and necessary factors supported this migration such as modern technology, favourable legal rules and regulations, demand in fast-growing markets and global competition that force companies to expand internationally.
Thus, the rapidly growing markets of the Eastern world became more and more competitive and interesting not only in the relocation of production or certain links in the supply chain but also as potential markets to end consumers. In addition to demographics, many other factors have contributed to the development of these fast-growing markets, such as technology and knowledge transfer, liberalization of international trade, favourable macroeconomic indicators, industrialization, etc. China and India are highlighted as major target markets in the master's thesis. These are countries which, due to their sizable young population, offer a favourable demographic base, and the authorities, through promising policy and regulations, attracted foreign companies to enter their markets.
The second part of the master's thesis deals with the new middle social class in China and India. We find that members of the new middle class in the aforementioned markets, in terms of lifestyle, consumer patterns, habits and worldview, are becoming more and more like an individual from the so-called western, more developed countries. All the above-mentioned factors, as a collection, enabled the rapid growth and development of a new middle social class, which included more and more members of these markets. The influences of the new middle social class are tremendous. They have caused economic and social change not only in fast-growing markets but globally.
Global markets are very dynamic; therefore, the global economy is unlikely to remain focused on Asian markets in the future, but to exploit all the benefits and opportunities, it will look for new potential markets. As such, we are currently looking at markets from the African continent due to favourable demographic indicators. However, for a successful economic breakthrough, Africa will still need a lot of investment and development in basic infrastructure.|