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The $10 trillion prize : captivating the newly affluent in China and India

Author: Michael J Silverstein
Publisher: Boston : Harvard Business Review Press, [2012]
Edition/Format:   Print book : EnglishView all editions and formats
You've heard of the burgeoning consumer markets in China and India that are driving the world economy. But do you know enough about these new consumers to convert them into customers? Do you know that: There will be nearly one billion middle-class consumers in China and India within the next ten years? More than 135 million Chinese and Indians will graduate from college in this timeframe, compared to just 30 million  Read more...
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Document Type: Book
All Authors / Contributors: Michael J Silverstein
ISBN: 9781422187050 1422187055
OCLC Number: 778420967
Description: xix, 314 pages ; 24 cm
Contents: Consumption in China and India: the dawn of a golden age --
I. The rise of the new consumer ini China and India --
The new revolutionaries: the rise of the middle classes --
The boom of the superrich: the millionaires (and billionaires) --
The next-but-one billion: the future of the left-behinds --
Finding the new consumer: the urban centers and rural communities --
The power of the purse: the new female consumers --
II. Preferences, appetites, and aspirations --
Food and drink: acquired tastes: cookies, wine, whiskey, and tea --
House and home: the "des res," furniture and the fridge --
Luxury: trading up in China and India--fast cars, watches, and catwalk clothes --
Digital life: Netizens, E-shoppers, and the new Internet giants --
Education: the escalator to higher-paying jobs --
III. The lessons for business leaders --
Paisa vasool: how to captivate the newly affluent in China and India --
The boomerang effect: the global impact of the race for resources --
Fast forward: doing business and the accelerator mind set --
The BCG playbook: practical strategies for winning over new consumers in China and India --
A letter to the next generation: renewal and the American dream --
Worlds of difference: the regions of China and India --
Risks and the hit-the-wall scenario: how to manage volatility.
Other Titles: Ten trillion dollar prize
Responsibility: Michael Silverstein [and others].


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. This book  Read more...
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As seen in The Wall Street Journal, Fortune magazine,, Bloomberg TV, Businessweek, The Economist, and BBC Radio "enjoyable, informative, and timely book." -- Indian Journal of Economics & Read more...

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