Impact & Expertise

Global Challenger-to-Leader Program (C2L)

BCG's program for accelerating the global growth of emerging market companies.

The Global Challenger-to-Leader (C2L) Program is geared toward the CEOs and senior executives of companies from rapidly developing economies—such as in China, India, Southeast Asia, Africa, the Middle East, Russia, and Latin America—that are looking to take their international business to new heights and eventually become global leaders in their respective industries.

C2L is the ideal tool to fundamentally reshape existing globalization strategies or develop a first-time, full-scale globalization program. Quite simply, it provides you with the processes, tools, and expertise to develop a highly effective globalization roadmap and put this strategy into action quickly.  

A Highly Systematic 3-Step Approach

C2L is set up as an integrated three-step program to guide and propel your company's ascent to global leadership.

Step 1:  Determine your C2L ambitions

  • What are your company's global achievements to date?

  • What are the "right" global growth ambitions for your company?

Step 2: Assess your C2L readiness

  • What are the most critical enablers to achieve your global ambitions?

  • How ready are you for global growth?

  • What are your top five development needs (gaps)?

Step 3:  Draft your C2L roadmap

  • What are the key action steps to making it happen?

  • What is the optimal approach to roll out the C2L actions?


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Our three-step approach ensures a disciplined process that will engage the right parts of your organization. This approach also provides access to the best BCG experts across our functional and industry practices worldwide, and result in a comprehensive strategy and actionable roadmap for your corporate center and the respective business lines. 


Advancing the Right Enablers

In order to achieve sustainable global success at large-scale, you have to cultivate the key enablers. Our program will give you the comprehensive and highly practical C2L Diagnostic Tool, which will help determine your globalization readiness across 20 critical dimensions and 74 sub-dimensions.

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The C2L Diagnostic Tool will identify the specific gaps between your readiness and your future requirements, and it will help set clear development priorities. The tool incorporates 50 years of BCG experience from hundreds of globalization projects across all industries and functions.

Custom Tailored to Your Specific Requirements

We have designed C2L to have flexible implementation—ranging from a self-administered diagnostic exercise to a BCG-supported set of workshops and surveys. We are committed to structuring C2L to meet the specific needs of your business situation. 

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Focused on Defining a Clear Path Forward

The C2L pilot will provide your senior management with a highly structured, systematic, and actionable agenda. It will show you how to think about international growth in a new light (ambitions and strategy) and the right priorities to pursue to ensure successful implementation (enablers and roadmap).

  • You will receive a practical and comprehensive framework how to prioritize your globalization objectives and actions.  More than just a to-do list, BCG's C2L planning exercise identifies the core gaps that must be closed for your organization to succeed globally. 

  • You will gain access to leading-edge BCG expertise in areas such as people and organization, operations, sales and marketing, and corporate development—along with our benchmarks, best practices,  and proprietary tools.

  • C2L will create a common platform in your management team to effectively divide and conquer the diverse tasks at hand.

Meet Our Experts

C2L has been developed by a team of 18 of BCG's most senior global business experts. C2L incorporates BCG's experience from hundred of projects supporting emerging-market companies in their globalization, as well as detailed, practical learnings from case studies of successful (and unsuccessful) emerging market companies and how they are expanding internationally.

Our global C2L team is ready to work with you.

David MichaelDavid Michael

David is a senior partner based in the San Francisco office, and former global leader of BCG’s Global Advantage practice area. In this capacity, he has global responsibility for BCG's client solutions related to the world's rapidly developing economies.

David has advised a wide range of global clients on strategic and organizational issues related to winning in emerging markets. He has also advised Chinese companies on their global expansion programs. Additionally, David is a member of the World Economic Forum's Global Agenda Council on Emerging Multinationals, which includes CEOs from emerging markets companies. He has also presented a TED talk on How to Connect with the Emerging Chinese Middle Class as part of a series of talks curated by TED and BCG.

He is a coauthor of our groundbreaking Global Challengers report series and also a coauthor of the BCG book The $10 Trillion Prize, which details how companies can win over new consumers in the burgeoning consumer markets of China and India. David joined BCG's Shanghai office in 1992 and was previously the managing director of the firm's Greater China practice.

Learn More
C2L is the first step on the path to global leadership. To learn more about the program, please contact one of our experts by sending an email to
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