The $ 10 Trillion Prize by Michael J. Silverstein |Abheek Singhi| Carol Liao| David Michael (Hardcover) (RARE BOOKS)

Book Summary

The title, The $10 Trillion Prize, underscores the projected annual consumer spending in China and India by the end of the decade, highlighting the immense market potential. The authors, leveraging extensive research and insights from The Boston Consulting Group, provide a detailed portrait of the new affluent consumers in these countries. The book categorizes consumers into various segments, including the middle class, emerging millionaires, and the economically disadvantaged, offering a nuanced understanding of each group's unique characteristics and needs.

Through real-life stories and case studies, the authors illustrate how these consumers' preferences are evolving, influenced by factors such as urbanization, technological advancements, and globalization. The book emphasizes the importance for businesses to comprehend these shifts to effectively tap into the vast opportunities presented by these markets. It also discusses strategies for companies to align their offerings with the aspirations and expectations of these consumers, ensuring sustained growth and success in the region.

About the Authors

Michael J. Silverstein
An American business consultant and author, Silverstein is renowned for his expertise in consumer behavior and retail. He is a senior partner and managing director at The Boston Consulting Group and has authored several influential books, including Trading Up and Women Want More. His work primarily focuses on understanding the dynamics of consumer markets and advising companies on strategies to cater to evolving consumer needs. 

Abheek Singhi
Singhi leads BCG's India consumer practice and has been instrumental in shaping the firm's strategies in the Indian market. He has authored seminal reports such as Building a New India and The Tiger Roars, providing insights into the changing economic landscape of India. 

Carol Liao
Heading BCG's China consumer practice, Liao brings a deep understanding of the Chinese market. With an educational background from Peking University and Harvard University, she has been pivotal in guiding companies through the complexities of the Chinese consumer landscape. 

David Michael
Michael leads BCG's globalization practice and has extensive experience in the Chinese market. He has co-authored works like Asia's Digital Dividends and has served on advisory boards of major corporations, offering strategic insights into global business dynamics.