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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

3.86  ·  Rating details ·  130 ratings  ·  10 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
Hardcover, 336 pages
Published October 2nd 2012 by Harvard Business Review Press (first published September 11th 2012)
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Sep 26, 2017 rated it really liked it
This book gives an extremely positive view of the growth story in China and India. Well researched. And good tips for organisations on the customer behaviour. Go for it.
Nov 30, 2012 rated it really liked it
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
Dec 06, 2016 rated it really liked it
This book is excellent, based on in-depth research, feet on the ground approach to estimate the market size for goods and services in China and India in the current decade. As the title aptly says, the annual opportunity is $10 Trillion, by 2020. While China would account for $ 6.2 Trillion, India would be about $ 3.6 Trillion. Cumulatively it would exceed $ 60 Trillion for the decade.
Budd Margolis
Jan 31, 2019 rated it really liked it
I am fascinated by the impact of China and India on their domestic as well as global economies. Well constructed, written and researched. Highly recommended.
Scott Wozniak
Oct 08, 2014 rated it liked it
India and China are each massive nations--almost continents is size with nearly half the world's population between them. And they are rising from the economic sleep they've been in for centuries. It is the biggest shift to happen in business in hundreds of years.

The information in this book is solid, thoroughly researched and specific. But I give it three stars for three reasons. First, this would have worked better as two books, one on India and one on China. They clearly explain how different
Sujata Sahni
Jan 25, 2016 rated it really liked it
The world is at a turning point where the relative wealth will shift however the absolute wealth will grow. It is a zero sum proposition, but to take your share you must act now. To succeed in the future, you will need to build lasting skills and strike a balance based on your interests and capabilities where LASTING stands for Leadership, attitude, science/technology, interpersonal, numeric and global(language)skills. The new world will be inherited by the energetic, inventive and curious. You ...more
Jul 20, 2013 rated it really liked it
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
Romano Cappellari
Con il suo consueto stile molto diretto e concreto Silverstein, consulente BCG autore di altri ottimi volumi, fornisce una visione d'insieme sulle strategie di marketing per conquistare India e Cina (di questo volume nel 2013 è uscita anche una versione italiana).
Shubham Bansal
Oct 04, 2016 rated it it was ok
About the next possibility of development. Problems of the next possible world of economic development.

Learning - 3/5
Interesting - 2/5
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