{"product_id":"the-new-emerging-market-multinationals-four-strategies-for-disrupting-markets-and-building-brands-9780071782890","title":"The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands","description":"\u003cp\u003e\u003cb\u003ePraise for \u003ci\u003eTHE NEW EMERGING-MARKET MULTINATIONALS\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eOne of \u003ci\u003eStrategy and Business\u003c\/i\u003e's Best Business Books of the Year\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThis book is a real eye-opener. It will forever change your assumptions about international economic competition and who the winners will be. \u003cbr\u003e \u003cb\u003e--PHILIP KOTLER\u003c\/b\u003e \u003cb\u003eKellogg School of Management\u003c\/b\u003e \u003cb\u003eand author of \u003ci\u003eWinning at Innovation\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn insightful read--essential for those wishing to understand the evolution and growth of emerging-economy EMNCs and how they will reshape global market structures.\u003cbr\u003e\u003cb\u003e--ANAND MAHINDRA, Vice Chairman and Managing Director, Mahindra Group, India\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAs this timely book so insightfully points out, the rise of emerging-market multinationals is shifting the global competitive landscape and forcing us to think hard about new growth, strategy, and talent equations. A must-read for business leaders responsible for navigating today's global environment. \u003cbr\u003e \u003cb\u003e--MUHTAR KENT, Chairman and Chief Executive Officer, The Coca-Cola Company\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThis book offers an array of fascinating examples and an interesting framework for stimulating thinking about EMNCs' strategic options. \u003cbr\u003e \u003cb\u003e--PANKAJ GHEMAWAT, IESE Business School, and author of \u003ci\u003eWorld 3.0\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA must-read. The book is well researched and provides compelling case illustrations. I highly recommend it. \u003cbr\u003e \u003cb\u003e--W. CHAN KIM, Professor, INSEAD; Codirector, INSEAD Blue Ocean Strategy Institute;\u003c\/b\u003e \u003cb\u003eand bestselling author of \u003ci\u003eBlue Ocean Strategy\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThis is the future of global competition. You need to understand it if you aspire to be a player or if global markets are now a part of your strategy. \u003cbr\u003e \u003cb\u003e--DAVID A. AAKER, Vice Chairman, Prophet, and bestselling author of \u003ci\u003eBrand Relevance\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThis book gives a clear idea of the success formula of emerging-market multinationals by showing practical insights based on a deep understanding of EMNCs. This will help readers from any type of company structure their own growth strategies.\u003cbr\u003e\u003cb\u003e--WONHONG CHO, Executive Vice President and Chief Marketing Officer, Hyundai Motor Company\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn excellent collection of ideas and examples that should inspire companies in emerging markets looking to build brands and markets anywhere.\u003cbr\u003e\u003cb\u003e\u003ci\u003e--BUSINESSWORLD\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAbout the Book: \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eLG. HTC. Tata. Haier. Lenovo. Arcelik. Natura.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eFrom 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow have these small, under-resourced businesses come so far so quickly? And what can you learn from their strategies and tactics?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eRenowned experts in global branding and marketing, the authors of \u003ci\u003eThe New Emerging-Market Multinationals \u003c\/i\u003econducted 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003e\n\u003cb\u003eCOST LEADERS \u003c\/b\u003eleverage existing low-cost structures and large-scale volumes to extend their reach into developed markets. \u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eKNOWLEDGE LEVERAGERS \u003c\/b\u003etap their existing resources and knowledge of home consumers and the market to build branded businesses in other emerging markets. \u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eNICHE CUSTOMIZERS \u003c\/b\u003ecombine their cost advantages in manufacturing with newly developed low-cost R\u0026amp;D capabilities to develop customized niche-segment branded offerings in other emerging markets. \u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eGLOBAL BRAND BUILDERS \u003c\/b\u003euse their low-cost manufacturing and R\u0026amp;D capabilities to build branded businesses in developed markets-- but limit their focus to specific products and segments through a process of focused innovation.\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eWhether you run an EMNC or a developedmarket company, deep knowledge of the strategies outlined here is an absolute necessity for competing effectively now and in the future. Don't get caught off guard by the new kids on the block--because today's EMNCs are determined to be tomorrow's market leaders.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Amitava Chattopadhyay, Rajeev Batra, Aysegul Ozsomer\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e McGraw-Hill Companies\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/08\/2012\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 320\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.43lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.27h x 6.39w x 1.22d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780071782890\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 05\/01\/2013\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eChattopadhyay, Amitava:\u003c\/i\u003e\u003c\/b\u003e - \u003c\/p\u003e\u003cp\u003e\u003cb\u003eAMITAVA CHATTOPADHYAY \u003c\/b\u003eis the L'Oréal Chaired Professor of Marketing-Innovation and Creativity at INSEAD. He has served as a branding consultant for firms in the Americas, Asia, Africa, and Europe.\u003cbr\u003e\u003cb\u003eRAJEEV BATRA \u003c\/b\u003eis the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan. He has researched, taught, and consulted on global branding, emerging markets, and marketing topics for 30 years.\u003cbr\u003e\u003cb\u003eAYSEGUL OZSOMER \u003c\/b\u003eis an associate professor of marketing at Koç University, Istanbul, Turkey. Her research focuses on standardization-adaptation issues and performance implications, market orientation, and global brand management.\u003c\/p\u003e\u003cp\u003e\u003ci\u003eThis title is not returnable\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"McGraw-Hill Companies","offers":[{"title":"Hardcover","offer_id":39927158210675,"sku":"9.78E+12","price":38.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_746d0484-79ed-4ec4-8634-1bc265318a59.jpg?v=1647522656","url":"https:\/\/bookstorenmore.com\/en-de\/products\/the-new-emerging-market-multinationals-four-strategies-for-disrupting-markets-and-building-brands-9780071782890","provider":"Bookstore N More","version":"1.0","type":"link"}