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Crossing Boundaries:Strategies for Growth in Emerging Markets

Rajesh K. ChandyProfessor of Marketing

Tony and Maureen Wheeler Chair in EntrepreneurshipAcademic Director, Deloitte Institute of Innovation and

EntrepreneurshipFaculty Director, Market Driving Strategies

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Sub titleWhich country was the largest economy in the world in 1820?

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Number of employers our:

Grandparents had: 1-2

Source: Maddison 2001; World Bank 2013

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Sub title Grandparents had: 1-2 Parents had: 3-4 Economic History

0

5

10

15

20

25

30

35

40

S

h

a

r

e

o

f

W

o

r

l

d

G

D

P

(

%

)

USA

WEurope

India

China

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Economic History

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Sub title1.3%

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Growth rates

So Gen Z will have 32??!

1600-1700

1700-1820

1820-

1870

1870-1913

1913-

1960

1960-

2001United

Kingdom.2% .3% 1.3% 1.0% 1.2% 2.1%

United States

.7% 1.3% 1.8% 1.5% 2.3%

Japan .1% .1% .2% 1.5% 2.2% 4.0%

Sources: Angus Maddison; World Bank; Easterly

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GDP Growth Rates: 1600-2001

Grandparents had: 1-2 Parents had: 3-4 Gen X will have: 7-8 Gen Y will have: 15-16

So Gen Z will have 32??!

Source: Angus Maddison; World Bank; Easterly

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Sub title Grandparents had: 1-2 Parents had: 3-4 Gen X will have: 7-8 Gen Y will have: 15-16

Source: McKinsey Global Institute

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2014 Projected GDP Growth

11+ years: 5% 6-10 years 3-5 years 1-2 years

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Websitesaccessedbycountry:US&Europe

Source: Alexa

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Websitesaccessedbycountry:BRIC+

Source: Alexa

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Websitesaccessedbycountry:MENA

Source: Alexa

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Websitesaccessedbycountry:SubSaharanAfrica

Source: Alexa

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Total Exports As a % of World GDP

Source: Global Connectedness Index 2012

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Foreign Direct Investment as a % of GDP

Source: Global Connectedness Index 2012

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Management

Technology Trade

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Detecting the wind

Designing, building, and improving the ship (or plane!)

Deploying shipping to drive commerce

Catching the winds

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Nick Hughes SEMBA 2001

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M-PESA

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Meeting with CMO: 2002

Nick HughesChief Marketing Officer

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Yes, but

Nick HughesChief Marketing Officer

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What happened

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Pilot

TelcoMicrofinance NGO

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Discovery, Rollout

Telco

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The many faces of innovation

Product Innovation

Process Innovation

Platform Innovation

Business Model Innovation

- Path to Profits

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Boundaries of the Mind

Between industry contexts

Between technology contexts

Between geographic contexts

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Concept Arbitrage: Carrying Concepts across Context

Across industry contexts

Across technology contexts

Across geography contexts

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Concept Arbitrage: Carrying Concepts across Context

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Crossing Boundaries: Some Lessons

Boundaries in the mindHow do you define what you do?

The importance of offshootsWill you grow and sustain them?

Managing convergenceHow good is your peripheral vision?

Discovery oriented planningHow well do you manage strategic reversals?

Paths to profitsWill you discover new business models?

The future is already hereWill you notice?

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Sub titleBe the change you want to see in the world