The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
"Only four emerging-market brands make Interbrand's list of the world's 100 most valuable: Samsung and Hyundai of South Korea, Mexico's Corona beer and Taiwan's HTC.How can others make the leap? "The New Emerging-Market Multinationals", a book by Amitava Chattopadhyay, of INSEAD, and Rajeev Batra, of the University of Michigan's Ross School of Business, offers some clues."--The Economist"When I was in China several years ago, I felt that the firms there would  eventually become leading global players. And now it's happening, and a  new book,The New Emerging Marketing Multinationalsby Amitava Chattopadhyay and Rajeev Batra (with Aysegul Ozsomer) explains how... This is the future, and this study provides an early view of what the winning competitors are doing and will continue to do."--David Aaker, Vice-Chairman, Prophet, in his blog, Aaker on Brands."this book is most gratifying because when a dark horse succeeds, it gives our inner dark horse hope that we too can get there"--Business Standard"Un livre récent,The NewEmerging MarketMultinationals(Les nouvelles multinationales des marchés émergents,Editions McGrawHill), devraitaiderces marques àrectifierle tir"--Le Monde"This book gives deep insight into the new models and ways of doing business that are emerging from these new markets that will shape globalization, both in the new and the traditional marketplaces."--Jochen Zaumseil, Executive Vice President Asia Pacific Zone and Member of the L'Oréal Group Management Committee