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data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-1"><div>McKinsey Quarterly: Digital Edition</div></h1><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">Vol. 60, No. 2</div></div></div></div></div></div></div></div></div></div></div></div></div></div><div class="mck-o-container mck-o-container__area-c"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-gutter-xxs mck-o-container-universal-body"><div class="MainContent_mck-c-main-content__LXaV9"><main class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12 mdc-u-grid-gutter-xxl MainContent_mck-c-main-content__wrapper__26jQ9 MainContent_mck-c-main-content__wrapper--stack-rail-on-top__ULyj8"><section class="MainContent_mck-c-main-content__area-a__0aIMr mdc-u-grid-col-md-span-6"><header data-component="mdc-c-header" class="mdc-c-header"><div class="mdc-c-header__block___i1Lg-_2734c4f"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-6"><p><div class="mck-u-links-inline mdc-o-content-body"><p>Welcome to the <em>McKinsey Quarterly</em>’s second issue of 2024, now available as an immersive online reading experience. Your free membership allows you to read all digital editions of the <em>Quarterly</em> and receive email alerts when new ones are available.</p> <p>And be sure not to miss the <a href="/quarterly/overview"><em>Quarterly</em>’s 60th birthday celebration</a>, featuring special themed issues, immersive interactives, and compilations of timeless <em>Quarterly</em> articles from the past six decades.</p> <p><em>New! Password-protected PDF downloads available to signed-in members via a button under each issue.</em></p></div></p></div></div></header><div style="background:url(/next-static/images/module_item_placeholder.png);min-height:300px"></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f"><div class="MainBody_mck-c-main-body__text-content__FWDRc mck-u-links-inline mdc-o-content-body"><p>This membership also includes exclusive access to downloads of our 100 most important reports in the <a href="https://www.mckinsey.com/featured-insights/insights-store">McKinsey Insights Store</a>. And the <em>Quarterly</em>鈥檚 web-based <a href="https://www.mckinsey.com/quarterly/rethink">Re:think essays</a> and <a href="https://www.mckinsey.com/quarterly/the-five-fifty">Five-Fifty briefings</a> will continue to be available to you as always.</p> <p>We hope you enjoy this experience and welcome your feedback at <a href="mailto:newideas@mckinsey.com">newideas@mckinsey.com</a>.</p></div></div></section><aside class="MainContent_mck-c-main-content__area-b__1LkYh mdc-u-grid-col-md-span-6 mdc-u-grid-col-md-start-7"><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" class="RightRailRegForm_mck-c-right-rail-reg-form__Xs_HK"><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing"></div></div></div></aside></main></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" class="mck-c-general-up mck-o-edge-to-edge mck-c-module-wrapper" data-module-name="general-up"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8 mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="UpModule_mck-c-up__header__OR_Vx"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f UpModule_mdc-c-heading--title__4XbMT"><div>Other Editions</div></h2></div><div class="mck-c-up__content mdc-u-grid mdc-u-grid-col-sm-1 mdc-u-grid-gutter-xl mdc-u-grid--align-start mdc-u-grid-col-md-2 mdc-u-grid-col-lg-3"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GeneralUp_mck-c-general-up__generic-item___T5Id GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--with-hover-effect__hmVy2"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><a data-component="mdc-c-link" href="/quarterly/digital/2024-3" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture"><img alt="Words 'Gen AI' written on a microchip" src="/~/media/mckinsey/mckinsey%20quarterly/digital%20newstand%20images/q3-2024_cover-art-1536x1536.png?cq=50&mw=1180&car=1:1&cpy=Center" loading="lazy"/></picture></a></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span>Vol. 60, No. 3</span></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><a data-component="mdc-c-link" href="/quarterly/digital/2024-3" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link-heading--with-icon___ssPll_2734c4f mdc-c-link___lBbY1_2734c4f"><span>How to win with gen AI: The people, plans, and partners for success</span></a><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-arrow-right-fat-icon mdc-u-ts-9 mdc-c-heading__icon___TbFKK_2734c4f"></span></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">A powerful new technology can be a game changer, but it can’t stand alone. In this issue, we explore how to make the most of generative AI by smart approaches to talent, partners, and design.</div></div></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GeneralUp_mck-c-general-up__generic-item___T5Id GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--with-hover-effect__hmVy2"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><a data-component="mdc-c-link" href="/quarterly/digital/2024-1" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture"><img alt="Colorful flowers in vases" src="/~/media/mckinsey/mckinsey%20quarterly/digital%20newstand%20images/q1-24_cover-art-1536x1536.jpg?cq=50&mw=1180&car=1:1&cpy=Center" loading="lazy"/></picture></a></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span>Vol. 60, No. 1</span></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><a data-component="mdc-c-link" href="/quarterly/digital/2024-1" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link-heading--with-icon___ssPll_2734c4f mdc-c-link___lBbY1_2734c4f"><span>How innovation seeds growth</span></a><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-arrow-right-fat-icon mdc-u-ts-9 mdc-c-heading__icon___TbFKK_2734c4f"></span></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">Research shows clearly that innovation drives growth. But how can you make this happen at your company? In this issue, we look deeply into what it really takes to be an innovative grower.</div></div></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GeneralUp_mck-c-general-up__generic-item___T5Id GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--with-hover-effect__hmVy2"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><a data-component="mdc-c-link" href="/quarterly/digital/2023-4" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture"><img alt="McKinsey Quarterly Cover for Vol. 59, No. 4 - Abstract art of a face " src="/~/media/mckinsey/mckinsey%20quarterly/digital%20newstand%20images/q4-23-cover_ai-1536x1536.jpg?cq=50&mw=1180&car=1:1&cpy=Center" loading="lazy"/></picture></a></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span>Vol. 59, No. 4</span></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><a data-component="mdc-c-link" href="/quarterly/digital/2023-4" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link-heading--with-icon___ssPll_2734c4f mdc-c-link___lBbY1_2734c4f"><span>The expansive, explosive potential of gen AI</span></a><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-arrow-right-fat-icon mdc-u-ts-9 mdc-c-heading__icon___TbFKK_2734c4f"></span></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">Creating real value from gen AI is challenging, so here鈥檚 a deep dive into the kind of strategic thinking needed to make the most of this remarkable technology.</div></div></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GeneralUp_mck-c-general-up__generic-item___T5Id GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--with-hover-effect__hmVy2"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><a data-component="mdc-c-link" href="/quarterly/digital/2023-3" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture"><img alt="McKinsey Quarterly Cover for Vol. 59, No. 3 - The word "REWIRED" written in blocks staggered down the cover page" src="/~/media/mckinsey/mckinsey%20quarterly/digital%20newstand%20images/q3-23-cover-rewired-1536x1536.jpg?cq=50&mw=1180&car=1:1&cpy=Center" loading="lazy"/></picture></a></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span>Vol. 59, No. 3</span></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><a data-component="mdc-c-link" href="/quarterly/digital/2023-3" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link-heading--with-icon___ssPll_2734c4f mdc-c-link___lBbY1_2734c4f"><span>Rewired: Winning with digital and AI</span></a><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-arrow-right-fat-icon mdc-u-ts-9 mdc-c-heading__icon___TbFKK_2734c4f"></span></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">Many companies struggle with digital and AI transformations. Here’s a playbook for getting it right, based on years of research.</div></div></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GeneralUp_mck-c-general-up__generic-item___T5Id GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--with-hover-effect__hmVy2"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><a data-component="mdc-c-link" href="/quarterly/digital/2023-2" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture"><img alt="Q223_China_1536x864_light" src="/~/media/mckinsey/mckinsey%20quarterly/digital%20newstand%20images/q223_china_1536x864_light.png?cq=50&mw=1180&car=1:1&cpy=Center" loading="lazy"/></picture></a></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span>Vol. 59, No. 2</span></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><a data-component="mdc-c-link" href="/quarterly/digital/2023-2" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link-heading--with-icon___ssPll_2734c4f mdc-c-link___lBbY1_2734c4f"><span>China: Reconfiguring for today’s risks and opportunities</span></a><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-arrow-right-fat-icon mdc-u-ts-9 mdc-c-heading__icon___TbFKK_2734c4f"></span></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">Many companies are rethinking their China strategies. Here’s how to reconfigure and derisk your approach.</div></div></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GeneralUp_mck-c-general-up__generic-item___T5Id GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--with-hover-effect__hmVy2"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><a data-component="mdc-c-link" href="/quarterly/digital/2023-1" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture"><img alt="illustration of a woman attaching a puzzle piece of a globe onto a wall " src="/~/media/mckinsey/mckinsey%20quarterly/digital%20newstand%20images/q1-2023-square-thumb.jpg?cq=50&mw=1180&car=1:1&cpy=Center" loading="lazy"/></picture></a></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span>Vol. 59, No. 1</span></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><a data-component="mdc-c-link" href="/quarterly/digital/2023-1" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link-heading--with-icon___ssPll_2734c4f mdc-c-link___lBbY1_2734c4f"><span>On the cusp of a new era </span></a><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-arrow-right-fat-icon mdc-u-ts-9 mdc-c-heading__icon___TbFKK_2734c4f"></span></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">Economic and political turbulence could presage the start of a new era that’s structurally very different.</div></div></div></div></div></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"2024 2","displayName":"2024 2","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"6c507498-4013-4285-9980-73a1b0aff88b","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"85ff0530-7883-480f-9a4c-82123f72ffd8","templateName":"Universal Base JSS","placeholders":{"jss-main":[{"uid":"18acb685-acc2-43e6-ae42-aaba930ff664","componentName":"BaseTemplate","dataSource":"","fields":{"data":{"baseTemplate":{"name":"2024 2","id":"6C50749840134285998073A1B0AFF88B","displayName":"2024 2","title":{"jsonValue":{"value":"Productivity and the next age of abundance"}},"pageVerificationCodes":{"value":""},"sEOTitle":{"value":"McKinsey Quarterly: Digital edition Vol. 60, No.2"},"pageSubheader":{"value":""},"Body":{"value":"\u003cp\u003eThis membership also includes exclusive access to downloads of our 100 most important reports in the \u003ca href=\"https://www.mckinsey.com/featured-insights/insights-store\"\u003eMcKinsey Insights Store\u003c/a\u003e. And the \u003cem\u003eQuarterly\u003c/em\u003e\u0026rsquo;s web-based \u003ca href=\"https://www.mckinsey.com/quarterly/rethink\"\u003eRe:think essays\u003c/a\u003e and \u003ca href=\"https://www.mckinsey.com/quarterly/the-five-fifty\"\u003eFive-Fifty briefings\u003c/a\u003e will continue to be available to you as always.\u003c/p\u003e\n\u003cp\u003eWe hope you enjoy this experience and welcome your feedback at \u003ca href=\"mailto:newideas@mckinsey.com\"\u003enewideas@mckinsey.com\u003c/a\u003e.\u003c/p\u003e"},"addTitleDivider":{"value":""},"standardImage":{"src":"/~/media/mckinsey/mckinsey quarterly/quarterly hero banner images/digitalq-q2-mobile-2024-1536x864.jpg","alt":"McKinsey Quarterly magazine covers","height":864,"width":1536,"Description":""},"displayDate":{"jsonValue":{"value":"0001-01-01T00:00:00Z"}},"description":{"jsonValue":{"value":"\u003cp\u003eWelcome to the \u003cem\u003eMcKinsey Quarterly\u003c/em\u003e\u0026rsquo;s second issue of 2024, now available as an immersive online reading experience. Your free membership allows you to read all digital editions of the \u003cem\u003eQuarterly\u003c/em\u003e and receive email alerts when new ones are available.\u003c/p\u003e\n\u003cp\u003eAnd be sure not to miss the \u003ca href=\"/quarterly/overview\"\u003e\u003cem\u003eQuarterly\u003c/em\u003e\u0026rsquo;s 60th birthday celebration\u003c/a\u003e, featuring special themed issues, immersive interactives, and compilations of timeless \u003cem\u003eQuarterly\u003c/em\u003e articles from the past six decades.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eNew! 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