China and India, the world’s giants in terms of population, are still experiencing growing pains in their emergence as economic forces to be reckoned with. Although much has been said about the promise that these countries hold for investment and growth, they have not been spared the effects of the recent financial meltdown, which has revealed the interconnectedness of the global economy. The authors, both experts on business strategy and globalization, seek to provide business leaders with ways to achieve competitive advantage in these countries beyond the narrow focus of offshoring and reducing costs by tapping into the vast resource of the talent, innovation, and demand of the people themselves. They explain that these “mega-markets” are a diverse blend of local “micro-customers” who offer opportunities for niche products and services. They also discuss the challenges of competing with the new Asian global corporations, the “dragons and tigers” that operate on a large scope and scale. The authors explain the complexities in practical language that makes for essential reading for any leader looking to position their company in these markets.