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The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years by Robert Gunther, Kamini Banga, Vijay Mahajan

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Chapter 3. Aim for the Ricochet Economy

With high rates of immigration to the developed world, the 86 percent market is stretched across zigzagging global diasporas. To reach the developing world, companies sometimes need to "ricochet" off social networks of the developed world.

Juan immigrated with his wife and son from Mexico to San Antonio several years ago and now has a job as a construction worker that allows them to afford a small apartment. They obtained their first Bank of America credit card, and they just received their first car loan. He makes frequent calls back to his parents and other family outside Mexico City, using AT&T or a calling card he purchased at the local 7/11 to budget his time. (He is looking into a Voice-over-IP service, ...

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