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Gulf News: An empowered consumer takes over the ‘frugal’ economy

Cambridge Judge Business School’s Professor Jaideep Prabhu and Navi Radjou looks at the frugal economy and why it’s growing more popular in Western countries. The authors say that “a self-organising frugal economy could generate billions of dollars in value and create millions of jobs in the medium term”, but big Western companies need to “reinvent themselves as frugal enterprises”.

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