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The 86 Percent Solution
Book

The 86 Percent Solution

How to Succeed in the Biggest Market Opportunity of the Next 50 Years

Vijay Mahajan and Kamini Banga
Wharton School Publishing, 2005

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Editorial Rating

7

Recommendation

This intelligent guide to doing business in emerging markets offers solid, practical tips on market characteristics, strategies, branding, packaging and other down-to-earth subjects. Vijay Mahajan and Kamini Banga opt for a long-range take on prospects in the developing world. The book’s handy organization and encouraging words on harnessing emerging markets’ potential make it a fine read. getAbstract finds that it presents a well thought-out approach to selling to the developing world, based on useful and rational advice.

Take-Aways

  • Only 14% of the world’s population inhabit developed markets, those in which per capita GNP is above $10,000.
  • The remaining 86% live in developing markets where future growth is likely.
  • These developing markets are not homogenous; they require customized marketing.

About the Authors

Vijay Mahajan, former dean of the Indian School of Business, holds the John P. Harbin Centennial chair in business at the McCombs School of Business at the University of Texas in Austin. Kamini Banga is an independent marketing consultant and managing director of a consulting company.

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