Title: Would have been better as an HBR article
Product review: Though the authors touch on some curious trends, they don't ever get to a level where they are explaining the theoretical causality of the "trading up" phenomenon. And they miss use their "case studies" in such a way that they are anecdotes highlighting their story, rather than teaching tools. In the end, readers would have been much better served had the authors written this book as an article.
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