Uploaded September 2026 | Updated September 2026, 3 hours ago
For multinational companies, the next major source of growth may come from developing products for emerging markets first.
On HBR IdeaCast, Vijay Govindarajan points to three forces making this shift increasingly urgent:
1. Growth is slowing in wealthy countries.
2. Companies in emerging markets are developing innovations that could disrupt incumbents on their home turf.
3. Rising affordability pressures are creating demand for lower-cost solutions everywhere—including in the United States.
By developing affordable products for emerging markets, multinationals can compete more effectively in those markets—and uncover new opportunities closer to home.
Listen to the full episode: https://s.hbr.org/4gULLsL
For multinational companies, the next major source of growth may come from developing products for emerging markets first.
On HBR IdeaCast, Vijay Govindarajan points to three forces making this shift increasingly urgent:
1. Growth is slowing in wealthy countries.
2. Companies in emerging markets are developing innovations that could disrupt incumbents on their home turf.
3. Rising affordability pressures are creating demand for lower-cost solutions everywhere—including in the United States.
By developing affordable products for emerging markets, multinationals can compete more effectively in those markets—and uncover new opportunities closer to home.
Listen to the full episode: https://s.hbr.org/4gULLsL
