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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands Amitava Chattopadhyay

The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

Amitava Chattopadhyay

Published July 4th 2012
ISBN :
Hardcover
352 pages
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 About the Book 

About the Book: The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands The New Emerging Market Multinationals outlines the disruptive compete from below strategies deployed by emerging-marketMoreAbout the Book: The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands The New Emerging Market Multinationals outlines the disruptive compete from below strategies deployed by emerging-market multinationals (Emncs) like htc, Tata, Lenovo, temsa, lg, and Haier. It explains what incumbent multinationals need to know to compete and how other aspiring Emncs can learn from the successes of these low-resource Emncs. The New Emerging Market Multinationals describes how Emncs are deploying not just low cost/high volume manufacturing/service delivery capabilities, but are now also innovating and leveraging lower-cost r&d and brand-building and management skills. Contents Introduction and Overview 1 Choosing Consumer Segments and Expanding Internationally 2 Strategic Competency Building 3 International Expansion Through Acquisitions 4 Brand-Building Strategies and Road Map 5 Building Brand Awareness on Limited Budgets 6 Building Perceptions of High Quality, Leadership,and Trust 7 Global Brand Associations and Architecture 8 Managing a Global or Regional Brand 9 Key Takeaways About the Authors: Amitava Chattopadhyay, Rajeev Batra, Aysegul Ozsomer Amitava Chattopadhyay is the LOreal Chaired Professor of Marketing-Innovation and Creativity at Insead. Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan. Aysegul Ozsomer is associate professor of Marketing at Koc University, Istanbul, Turkey.