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

Extended Audio Sample The $10 Trillion Prize: Captivating the Newly Affluent in China and India Audiobook, by Michael J. Silverstein Click for printable size audiobook cover
4 out of 54 out of 54 out of 54 out of 54 out of 5 4.00 (15 ratings) (rate this audio book) Author: Michael J. Silverstein, Abheek Singhi, Carol Liao, David Michael Narrator: Don Hagen Publisher: Gildan Audio Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: January 2013 ISBN: 9781469086415
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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?

Did 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 will graduate from college in this timeframe, compared to just 30 million in the United States? How about that by 2020, 68 percent of Chinese households and 57 percent of Indian households will be in the middle and upper classes? Or that the number of billionaires in China has grown from 1 to 115 in the past decade alone?

In The $10 Trillion Prize, bestselling author Michael J. Silverstein and his Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle class, primed to transform the global marketplace. Already the world’s biggest buyers of cars, mobile phones, appliances, and more, these consumers are eager for more products and services. In fact, it’s estimated that by 2020, consumers in China and India will generate about $10 trillion of total annual revenue for companies selling to them.

This book explains who these consumers are—what they buy and why, how they think and shop, and how their needs and tastes are changing. It takes you into their lives so you can better understand what they want and what they’re looking for.

Only by fully comprehending the forces driving this new generation of consumers will your company be able to capitalize on the opportunities their buying power represents. Insightful and backed by rigorous research, this book takes you inside the hearts and minds of today’s emerging Chinese and Indian consumers—both urban and rural, and across all income levels—positioning your company to win as the next wave of global affluence reaches the marketplace.

Download and start listening now!


Quotes & Awards

  • “The authors, all of whom work for the Boston Consulting Group, make a convincing case for the importance of this eastward shift in global spending.”

    Financial Times

  • “Through vivid profiles and memorable characters such as the Harvard girl and Mrs. Wx Liu, the authors take readers inside the hearts and minds of Chinese and Indian consumers and offer key new insight into how to win them over.”

    India Business Journal

  • “A must-read for consumer companies seeking to capitalize on the explosive growth in India and China but also a how-to manual for jump-starting growth in more mature, developed markets.”

    Irene Rosenfeld, chairman and CEO, Kraft Foods

  • The $10 Trillion Dollar Prize is an insightful, brilliant journey into the viscera of the modern consumer in both countries, unraveling in the process the rich tapestry that embellishes both these countries.”

    Business Standard

  • “Well worth having on your bookshelf.”

    Business Traveller magazine

  • The $10 Trillion Dollar Prize examines the pot of gold at the end of the rainbow for Western manufacturers and explains who these customers really are and how their tastes are changing. But most importantly it offers insights into how to reach them.”

    Engineering and Technology Magazine, the Institution of Engineering and Technology

  • “This landmark book documents the rapid growth in consumer spending in China and India over the next ten years. It is an analytic tour de force and a rags-to-riches tale.”

    Jim O’Neill, chairman, Goldman Sachs Asset Management

  • “Great insights into the aspirations and driving forces behind the all-important consumers of China and India. A thought-provoking and entertaining glimpse into how these consumers will redefine the future.”

    Jerry Stritzke, president and COO, Coach

  • “The authors of The $10 Trillion Prize draw very concrete directions to answer the needs, aspirations, ambitions, and demands of this new generation of consumers.”

    Jochen Zaumseil, executive vice president, Asia Pacific, L’Oréal

  • “Decisively, this is the most realistic and powerful portrayal of Chinese and Indian consumers. No company can shape its future without them. A brilliant guide to unlocking spectacular growth.”

    Deepak Parekh, chairman, HDFC

Listener Opinions

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Charles | 4/3/2013

    " Always impressed with BCG's work, and this is no exception. "

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About the Author

Michael J. Silverstein is a senior partner and managing director at The Boston Consulting Group. He is the coauthor of the bestsellers Trading Up and Treasure Hunt. He is an authority on consumer buying behavior, retail and packaged goods innovation, and market development.

About the Narrator

Don Hagen has been behind the microphone since fifth grade. He is a nine-time winner of the Peer Award for narration/voice-over and twice winner of an AudioFile Earphones Award. He has also been heard in radio and television commercials and documentaries. In addition to his freelance voice work, he is a member of the audiobook narration team at the Library of Congress.