CHAPTER ONE

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The Future Is Far from Home

Innovating for emerging markets, rather than simply exporting, can unlock a world of opportunities for multinationals.

GATORADE. It is as American as baseball and apple pie.

Its 1960s roots can be traced to the sun-scorched University of Florida and its football team—the Gators. Oppressive heat and humidity led the team’s trainers to seek better ways than water alone to quickly rehydrate players. They turned to the school’s research labs, which came back with a concoction of water, glucose, sodium, potassium, and flavorings. The tasty cocktail sped the replenishment of the electrolytes and carbohydrates ...

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