Learning from the “Next 4 billion” market
This PwC Global report focuses on strategies adopted by leaders who have tried to grow profitably in what we call the “Next 4 Billion” or the Global Emerging Middle (GEM).
The Global Emerging Middle is a class of citizens and consumers defining a critical growth horizon for companies over the coming decade. They are found largely countries like India, China, Indonesia, parts of Africa and Latin America. Companies seeking growth can ill afford to ignore the opportunity offered by this GEM market. But while the segment itself is experiencing sharp growth, companies entering the market often find that profitable growth can prove elusive.
Key themes for succeeding in the Global Emerging Middle