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

Chattopadhyay, Amitava; Batra, Rajeev; Ozsomer, Aysegul

ISBN 10: 0071782893 / ISBN 13: 9780071782890

Published by McGraw-Hill Companies, 2012

About this Item

May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.

Seller Inventory # G0071782893I4N00

Bibliographic Details

• Title: The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
• Publisher: McGraw-Hill Companies
• Publication Date: 2012
• Language: English
• ISBN 10: 0071782893
• ISBN 13: 9780071782890
• Binding: Hardcover
• Condition: Very Good
• Dust Jacket Condition: No Jacket
• Weight: 1.5 pounds

About this title

Synopsis

Breakthrough strategies for emulating or competing with your newest and toughest threat: innovative companies in emerging-market nations

Western organizations are quickly losing influence to emerging market multinationals, as evidenced by such developments as Tata Motors’s acquisitions of Land Rover and Jaguar; Lenovo’s purchase of IBM’s ThinkPad business; HTC’s stature as the fourth largest global smartphone manufacturer; Haier’s 5% global appliance market share; and LG, Samsung, and Hyundai rise in the automobile, appliance, and consumer electronics market.

To help you compete, The New Emerging Market Multinationals outlines the disruptive strategies deployed by emerging-market multinationals (EMNCs) and provides breakthrough strategies for following in their footsteps or beating them at their own game.

Amitava Chattopadhyay is the L'Oreal 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 Koç University, Istanbul, Turkey.

About the Author

AMITAVA CHATTOPADHYAY is 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.
RAJEEV BATRA is 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.
AYSEGUL OZSOMER is 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.