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Harvard Business Review

Ghemawat, Pankaj, and  Hout, Thomas
"Tomorrow's Global Giants"
Harvard Business Review, November 2008

WESTERN COMPANIES' INTEREST in emerging markets, especially China and India, is reaching a new level of intensity. Usual suspects such as IBM and Unilever, of course, are aggressively expanding their presence there, but so are nippy newcomers like Orbea, a $100 million Spanish manufacturer of ultralight carbon fiber bikes. At the same time, developing countries are pulsating with companies that think of themselves as the next multinationals, pushing outward from their home bases to establish global presence if not dominance...

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