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Value for moneyProfessor Peter Williamson, Honorary Professor of International Management at Cambridge Judge Business School, believes that in 2009, for the first time, it will be the emerging economies who will be providing 100% of the world’s economic growth. Their ability, in particular China’s, to successfully unlock access to mass markets by providing affordable ‘value for money’ new technology, is a key driver of their growth. This cost innovation model, he explains, can offer the West invaluable lessons on how to survive the current global economic downturn.