The growth of the Asian economies is one of the central economic and cultural stories of our time. But it is still widely misunderstood.

Kantar Futures was commissioned by HSBC to write a report which would help its European clients understand how Asia’s growth would affect their businesses – and identify strategies to help them respond.

The rise of the Asian economies is one of the decisive shifts in the global economy over the past forty years – but it is also a case of ‘back to the future’. The new order that is taking shape – broadly, a return to the position in the 17th and 18th centuries when the Chinese and Indian economies dominated the world – creates both huge opportunities and significant threats for the West and businesses domiciled there.

Our research included interviews with business leaders and stakeholders in nine European markets as well as leading commentators and academics to highlight considerations and implications for European businesses.

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