The $10 Trillion Prize: Captivating the Newly Affluent in China and India
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The $10 Trillion Prize: Captivating the Newly Affluent in China and India

4.0 of 5 stars 4.00  ·  rating details  ·  42 ratings  ·  3 reviews
Meet your new global consumer

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...more
Hardcover, 336 pages
Published October 2nd 2012 by Harvard Business Review Press (first published September 11th 2012)
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Michelle
This is a compelling story of the opportunities for MNCs to capture the vast markets in China and India. It's insightful and very readable - adding a lot of colour with profiles of individuals (consumers and entrepreneurs) and examples of companies successfully adapting to these markets.
Something that stays with you is the unique mindset of the entrepreneurs and consumers interviewed - it's one of industry, ambition and fearlessness that drives relentless momentum to succeed.
It's also a differ...more
Ken
I found the book to be quite detailed and interesting however a bit repetitive. Also for those that follow the specifics of the Indian and Chinese markets already, there is only some new info and insights. Much of what is in the book can also be found elsewhere though the authors did a good job compiling the many interesting facts and stories available on these markets and tell them in a compelling way. I would recommend this book to people with limited knowledge on the consumer markets o India...more
Charlie
Always impressed with BCG's work, and this is no exception.
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