Shifting Gears: From Selling to Serving to Leading

As we have already seen, the new economic context is changing fast. In this complex and rather unpredictable environment, companies tend to become more opportunistic and navigate for short-term wins. The world population is expected to grow by almost 20 percent within the next ten years. A direct consequence will be the emergence of a large new urbanized lower middle class—hungry for upward mobility, and demanding new products and services that they see their more affluent urban neighbors acquire easily. In addition, recent research shows that consumers in developed markets are increasingly demanding of the products they consume, and they are less loyal to brands, further increasing the attractiveness of emerging markets where customers wi....1