Business leaders at the World Economic Forum in Davos, Switzerland, are wracking their brains trying to create $5 trillion in new sales growth among the world's largest corporations. The push comes from investors who, five years after the worst financial crisis in recent history, want to see an increase in their returns that does not come from cost-cutting. This had led to a broad mismatch to what they expect top companies to grow by, and the underlying macroecnomic realities that underpin growth in general. One strategist suggests that the key is not to focus on emerging markets and rising middle classes, but to understand fundamental consumer shifts underway and to take advantage of them. Easier said than done, when companies in general are reluctant to make any new investments.
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