This report examines the emerging middle segment in BRIC countries (Brazil, Russia, India, and China) and its potential impact on multinational companies. The report predicts that the BRIC countries will outgrow mature markets and dominate the top-10 economies by 2050. The report highlights the need for a BRIC 2.0 middle segment strategy to exploit this growth opportunity and protect positions in mature home markets. The report identifies emerging champions in the BRIC middle segment and proposes a strategy of "fight, focus, simplify" to succeed in this segment. The report concludes that addressing the middle segment will require a step change in multinational companies' attitude towards emerging markets.
