Rethinking Global Innovation

When Bob McDonald took over as chief executive officer of Procter & Gamble (PG) earlier in 2009, he used simple math to demonstrate the importance he was going to place on emerging markets. In his first call with analysts, he described how if the consumer products titan could just grow per capita consumption of its products in India and China to the levels of per capita consumption in Mexico, it would represent 50% growth (or an incremental $40 billion in revenue).

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