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Complete Name: The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
Author: Amitava Chattopadhyay, Rajeev Batra
Publisher: McGraw-Hill Education; 1 edition (June 8, 2012)
Format: EPUB
Length: 320 pages
Published: 2012 by McGraw-Hill Education
ISBN: 0071782907
Source: https://www.amazon.com/New-Emerging-Market-Multinationals-Strategies/dp/0071782893
Description :
From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products--rather than with poorly-produced products sold under others' brand names. These emerging-market multinational companies (EMNCs) are giving the incumbent market leaders of North America, Western Europe, and Japan a run for their money in the areas of innovation, branding, and marketing.
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 compete-from-below strategies and tactics fueling these companies' meteoric rise. The authors identify four strategies driving this growth:
* COST LEADERS leverage existing low-cost structures and large-scale volumes to extend their reach into developed markets
* KNOWLEDGE LEVERAGERS tap their existing resources and knowledge of home consumers and the market to build branded businesses in other emerging markets
* NICHE CUSTOMIZERS combine their cost advantages in manufacturing with newly developed low-cost R&D capabilities to develop customized niche-segment branded offerings in other emerging markets
* GLOBAL BRAND BUILDERS use their low-cost manufacturing and R&D capabilities to build branded businesses in developed markets--but limit their focus to specific products and segments through a process of focused innovation.
Contents : Acknowledgments
Introduction and Overview
1 Choosing Consumer Segments and Expanding Internationally
2 Strategic Competency Building
3 Internal 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
Appendix: Company Descriptions
