The $10 Trillion Prize

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This is the first detailed look at the new generation of consumers in emerging markets - how they think, shop, buy and dream - and what companies must do to win them over, from the heads of Boston Consulting Group's consumer and globalization practices in the US, China and India. It is the dawn of the emerging consumer: Are you ready? By 2020, consumers in China and India will generate more than $10 trillion of total annual revenue for companies selling to them. Already the world's biggest buyers of cars, mobile phones, shoes, home appliances, and more-consumers in these countries are waiting for your firm's products and services. But are you ready for the demand?