The emerging middle class is ambitious and aspirational, and it is compelling businesses that have traditionally underserved developing markets to take action. The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. The Rising Billion is one of five pieces in our report, Big Entrepreneurship, and shows multinational businesses how they can keep up with the new global consumer.
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