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Trickle-Up Trends

Four factors that are changing the traditional jet stream of innovation

>> Developing markets have low-cost, high-quality workers who can both create and execute great ideas.

>>> These markets have hard-to-reach consumers who force companies to come up with new ways to serve them.


>> Emerging-market consumers don't want Western retreads but their own unique products and services, some of which may also appeal to Westerners.

>> There are suppliers in developing markets who are rapidly accessing developed markets.

Source: McKinsey & Co.

A version of this article appeared in the March 2009 issue of Fast Company magazine.