To grasp the importance of these emerging markets, consider these remarkable statistics: Today about 15 percent of the human race enjoys a Western standard of living. But the curve of wealth is rising so sharply that within 30 years or so, between 50 and 60 percent of the human race will enjoy a Western standard of living. During the coming 20 years, in Asia alone more wealth will be created than has been created throughout the world in all of history. (For an analysis of what lies behind these trends, read Herbert E. Meyer's essay, "The Rising Curve of Wealth.")

This Rising Curve of Wealth is creating something wholly new in history: a global middle class whose members -- no matter what country they reside -- are living the same way, thinking along similar lines, and increasingly using the very same products and services. It is the emergence of this global middle class that is creating the global market for each company's unique products or services.