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Unlocking Growth in the Middle: How to Capture the Critical Middle Class in Emerging Markets
Over the next two decades, one of the fiercest battles in business will be for the billions of people joining the middle class in emerging markets-a group that will make up 30 per cent of the global population by 2020. Yet even many multinational companies who are already active in emerging markets are not prepared to tap into this new stream of revenue growth because, the authors argue, their business models were not designed to reach the new middle. They describe four steps to business model innovation that can help a company capture this critical emerging market.