This
new wave will be far tougher on some established multinationals.
The shift in the weight of the global economy toward emerging
markets, and the emergence of nearly two billion consumers who,
for the first time, will have incomes to support significant
discretionary spending, should create a new breed of powerful
companies whose global expansion will take place on the back of
strong positions in their home markets’’ (Dobbs, Ramaswamy,
Stephenson, & Viguerie, 2014).