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

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ISBN-10: 0071782893

ISBN-13: 9780071782890

Edition: 2012

Authors: Rajeev Batra, Amitava Chattopadhyay, Aysegul Ozsomer

List price: $42.00
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Description:

Breakthrough strategies for emulating or competing with your newest and toughest threat: innovative companies in emerging-market nationsWestern 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 Multinationalsoutlines 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 Chattopadhyayis the L'Oreal Chaired Professor of Marketing-Innovation and Creativity at INSEAD.Rajeev Batrais the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan.Aysegul Ozsomeris associate professor of Marketing at Koç University, Istanbul, Turkey.
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Book details

List price: $42.00
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 6/8/2012
Binding: Hardcover
Pages: 320
Size: 6.20" wide x 9.30" long x 1.00" tall
Weight: 1.430
Language: English

AMITAVA CHATTOPADHYAY is the L’Or�al 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 Ko� University, Istanbul, Turkey. Her research focuses on standardization-adaptation issues and performance implications, market orientation, and global brand management.