One phenomenon in scores of emerging markets is a rising middle class. In a recent Ad Age International article (October 17, 1994) on the global middle class, one analyst referred to this phenomenon as the Twinkie-ization of the world (Twinkie being the brand name of a popular snack in the United States): ‘‘It’s the little things that are treats and don’t cost much and feel like a luxury.’’ What are these ‘‘little things’’? Do you agree with this statement?