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Click to enlargeThe $10 Trillion Prize <br>Captivating the Newly Affluent in China and India

Price: $30.00
Member Price: $27.00
Author: Michael J. Silverstein, Abheek Singhi, David Michael and Carol Liao
Publisher: Harvard Business Review Press, 09/2012
Format: PBK, 336pp
Region: General Asia
Country: China and India
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, appliances, and more, these consumers are waiting for more products and services. Are you ready for the demand?

In The $10 Trillion Prize, bestselling author Michael Silverstein and his Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle-class households, 300 million strong, changing the global marketplace.

According to the authors, to capture your firm’s share of this opportunity, you must know who these emerging market consumers are: what they buy and why; how they think and shop; and how their needs and tastes are changing. This pioneering book takes you into the lives of consumers—urban and rural, and across income classes—to help you understand more about their hopes and aspirations.

Insightful and backed by rigorous research, this book takes you inside the hearts and minds of today’s emerging Chinese and Indian customer—positioning your company to win as we reach the next wave of global affluence.