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The paper investigates how to balance the growth-profit paradox for global consumer products companies and retailers in Asia’s emerging markets. Navi Radjou, fellow at Cambridge Judge Business School, who is also co-author of Jugaad Innovation (together with Jaideep Prabhu and Simone Ahuja), said that ‘diversity is the key word in emerging markets.’ Read the whole chapter ‘Disrupt traditional approaches for local relevance’ on page 22.”


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