World class marketing experts, Nirmalya Kumar and Jan-Benedict
Steenkamp set out a cutting-edge plan for emerging market brands to
achieve success in international markets. Brand Breakout outlines
eight strategies - including the Asian tortoise route, from B2B to
B2C, brand acquisition and leveraging cultural resources - that
will take brands from domestic dominance to worldwide
triumphominance cultural resources rand will go global.kground
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For each strategic route, Kumar and Steenkamp examine the most
effective implementation as well as identifying the problems that
companies will face and how these can be overcome. Full of case
studies from around the world including HTC, Tata Motors, Samsung,
Lenovo, Pearl River Piano, Havaianas and Corona, the authors
demonstrate that their strategies and underlying strategic
brand-building principles are here to stay.
"Brand Breakout" is not only a practical and enlightening guide for
emerging market brands but crucial reading for Western companies
who should not underestimate the challenge coming from these
up-and-coming international businesses. By understanding their
strategies and success factors, Western companies can plot their
counter-strategies for this new business environment.
In this engaging and illuminating book, Brand Breakout equips
readers with the knowledge and techniques so that their brand can
finally go global.
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