Praise for "THE NEW EMERGING-MARKET MULTINATIONALS"
One of "Strategy and Business"'s Best Business Books of the
Year
"This book is a real eye-opener. It will forever change your
assumptions about international economic competition and who the
winners will be."
--PHILIP KOTLERKellogg School of Managementand author of "Winning
at Innovation"
"An insightful read--essential for those wishing to understand
the evolution and growth of emerging-economy EMNCs and how they
will reshape global market structures."
--ANAND MAHINDRA, Vice Chairman and Managing Director, Mahindra
Group, India
"As 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.
--MUHTAR KENT, Chairman and Chief Executive Officer, The Coca-Cola
Company
"This book offers an array of fascinating examples and an
interesting framework for stimulating thinking about EMNCs'
strategic options."
--PANKAJ GHEMAWAT, IESE Business School, and author of "World
3.0"
"A must-read. The book is well researched and provides
compelling case illustrations. I highly recommend it."
--W. CHAN KIM, Professor, INSEAD; Codirector, INSEAD Blue Ocean
Strategy Institute;and bestselling author of "Blue Ocean
Strategy"
"This 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."
--DAVID A. AAKER, Vice Chairman, Prophet, and bestselling author of
"Brand Relevance"
"This 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."
--WONHONG CHO, Executive Vice President and Chief Marketing
Officer, Hyundai Motor Company
"An excellent collection of ideas and examples that should
inspire companies in emerging markets looking to build brands and
markets anywhere."
"--BUSINESSWORLD"
About the Book:
"LG. HTC. Tata. Haier. Lenovo. Arcelik. Natura."
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.
"How have these small, under-resourced businesses come so far so
quickly? And what can you learn from their strategies and
tactics?"
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.
Whether 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.
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