Though over-hyping of strategy issues is unhelpful, some radical changes do need dealing with. In Taking Advantage of Tumultuous Times: Claiming the Future, Eamonn Kelly, a Monitor partner, highlights a few big shifts. Most of the discussion is general and it’s not clear exactly what management should do, but one issue – the vast numbers of emerging consumers – can be evaluated and built into strategic plans. There is a simple reason this trend can trigger ‘siesmic shifts’ in demand – if ...