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Keeping Up with Emerging-Market Growth

May 24, 2012
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In This Interview
David C. Michael, Senior Partner & Managing Director

Career Highlights

David Michael is a senior partner and managing director in the Beijing office of The Boston Consulting Group.

He is the global leader of the firm’s Global Advantage practice.


In their search for growth in emerging markets, most multinational companies have followed a well-worn path—one leading straight to a chosen subset of countries and megacities. The next phase of growth will take place on a different stage: cities with populations of 5 million or less that are spread across the developing world. To make the most of this opportunity, companies are beginning to look beyond tier 1 and tier 2 cities. Starbucks, for example, has announced plans to triple the number of stores in China, with smaller cities playing a pivotal role in the expansion.

Simon Targett, BCG’s editor-in-chief, spoke with David Michael—the leader of the firm’s Global Advantage practice—about the unique challenges and opportunities of the next chapter in emerging-market growth.