The new emerging market multinationals
Subtitle: four strategies for disrupting markets and building brands
By: by Rajeev Batra and Amitava Chattopadhyay, and Aysegul Ozsomer
Contributors: Chattopadhyay, Amitava; Ozsomer, Aysegul
Edition: 1st ed.
Publisher: McGraw-Hill
Published: 2012
Place of publication: New York, NY
Language: eng
Number of pages: 335
ISBN-13: 9780071782890
Subjects: Branding (Marketing); Strategic planning
Description: "Renowned experts in global branding and marketing, the authors of The new emerging-market multinationals conducted an in-depth study of 39 EMNCs to reveal the innovative complete-from-below strategies and tactics fueling these companies' meteoric rise"--Jacket.
Notes: Includes bibliographical references and index.
Table of contents: title: Acknowledgments; title: Introduction and overview; title: Choosing consumer segments and expanding internationally; title: Strategic competency building; title: International expansion through acquisitions; title: Brand-building strategies and road map; title: Building brand awareness on limited budgets; title: Building perceptions of high quality, leadership,and trust; title: Global brand associations and architecture; title: Managing a global or regional brand; title: Key takeaways.