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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands Hardcover – May 18, 2012

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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands + Harvard Business Review on Thriving in Emerging Markets + Reverse Innovation: Create Far From Home, Win Everywhere
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Product Details

  • Hardcover: 320 pages
  • Publisher: McGraw-Hill; 1 edition (May 18, 2012)
  • Language: English
  • ISBN-10: 0071782893
  • ISBN-13: 978-0071782890
  • Product Dimensions: 9.3 x 6.4 x 1.2 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #692,880 in Books (See Top 100 in Books)

Editorial Reviews


"Only four emerging-market brands make Interbrand's list of the world's 100 most valuable: Samsung and Hyundai of South Korea, Mexico's Corona beer and Taiwan's HTC.
How can others make the leap? "The New Emerging-Market Multinationals", a book by Amitava Chattopadhyay, of INSEAD, and Rajeev Batra, of the University of Michigan's Ross School of Business, offers some clues."--The Economist

"When I was in China several years ago, I felt that the firms there would eventually become leading global players. And now it's happening, and a new book, The New Emerging Marketing Multinationals by Amitava Chattopadhyay and Rajeev Batra (with Aysegul Ozsomer) explains how... This is the future, and this study provides an early view of what the winning competitors are doing and will continue to do."--David Aaker, Vice-Chairman, Prophet, in his blog, Aaker on Brands.

"this book is most gratifying because when a dark horse succeeds, it gives our inner dark horse hope that we too can get there"--Business Standard

"Un livre récent, The New Emerging Market Multinationals (Les nouvelles multinationales des marchés émergents, Editions McGraw Hill), devrait aider ces marques à rectifier le tir"--Le Monde

"This book gives deep insight into the new models and ways of doing business that are emerging from these new markets that will shape globalization, both in the new and the traditional marketplaces."--Jochen Zaumseil, Executive Vice President Asia Pacific Zone and Member of the L'Oréal Group  Management Committee

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.

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Customer Reviews

4.9 out of 5 stars
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See all 17 customer reviews
The book should prove to be a rich repertoire of case studies for academics and researchers.
These business leaders have challenged the existing order and built very successful branded businesses across a range of global industries.
Dipankar Chakravarti
I would highly recommend anyone who is interested in branding and international business to read this book.
Kuangjie Zhang

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Jasjit Singh on June 12, 2012
Format: Hardcover
This book is full of great insights and very practical frameworks related to both Marketing and Strategy in the cross-border context. These are very nicely integrated with and illustrated using rich and current examples based on interviews with a large number of companies headed to be among top global leaders for the future.

The authors stress the need to take a long-term strategic view, finding the right balance between applying one's current competitive advantages to succeed today and building long-term advantages to become a global leader in the future. The authors emphasize how, rather than just copying what their developed market counterparts do, emerging market companies can turn their contextual disadvantage into advantage by analyzing unique resources and capabilities arising from their context-specific experience. This analysis should form the basis of what their company ought to choose as its business scope and strategy globally. Also, by taking a long-term view rather than just being content with short-term gains, these companies can invest in building the right resources and capabilities to move into higher-value activities in the value chain (such as branding) rather than being destined to be underdogs forever.

The book is a must-read for both emerging market company managers looking to take on big companies is the global arena as well as for global company managers trying to figure out how to best defend against disruptive innovatiosn and business models emerging from this new breed of unfamiliar competitors!
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2 of 2 people found the following review helpful By J. Johansson on July 8, 2012
Format: Hardcover
This is a bellwether book. It introduces the reader to the up-and-coming global brands that we may never heard of before but surely will in the not too distant future. Infosys and Lenovo and even Haier from China will be known to some, as will Infosys, Tata and Wipro from India, LG from Korea, Arçelik from Turkey and Natura from Brazil. But here you also get to know many new brands such as India's Godrej , Mahindra and Marico, Taiwan's HTC, Turkey's Mavi and Ulker, and Saudi Arabia's Savola foods, all famous household names in their home countries - and soon the world.
The authors in this welcome book on third-world MNCs take an in-depth look at 39 emerging multinationals and emerge with a challenge not only for lower-achieving emerging firms but also for established triad MNCs. Based on personal interviews, they clarify the strategies of the successful new competitors. They then develop a blueprint adaptable to any new entry or startup company, equally useful in emerging and developed economies.
Four different expansion strategies for emerging MNCs are identified, viz. Cost Leadership, Knowledge Leveragers, Niche Customizers and Global Brand Builders. While cost leadership is the traditional avenue to growth (with low wages), knowledge leveragers have only recently been recognized - the superior customization of emerging companies to the special demands at the "bottom of the pyramid."
But according to the authors the real action is now shifting to more ambitious managerial strategies. "Niche customizers" are emerging MNCs that become leaders in some sub-category segments where their products help create a new market. Haier's wine-coolers and compact refrigerators are cases in point.
Read more ›
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4 of 5 people found the following review helpful By Haiyang Yang on June 12, 2012
Format: Hardcover
This is no doubt one of the best books on branding and emerging markets I've read in many years. I enjoyed reading it very much. Unlike the other books (that usually just repackage the same old branding stuff with a little bit of new content), this one is very ORIGINAL--it derives insights from actual interviews with executives who are running the brands at the frontline and from the in-depth, critical analyses by the authors. Reading it was quite an eye-opening experience for me.

I would say this is a must-read for anyone who is interested in branding or marketing. The book goes beyond illustrating why and how new brands from emerging countries can challenge the established brands of the developed world. It also suggests how the latter can be prepared for such challenge. I really like this book.
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1 of 1 people found the following review helpful By erakeshmathur on August 31, 2013
Format: Hardcover
This book asks a question of great important to global businesses - both to the incumbent MNCs and to the upstart EMNCs that threaten them from `below'. How do resource-strapped, management-light smaller companies (EMNCs) win markets from well-resourced large multinationals (MNCs)? At both ends of the spectrum, survival and profitability depends on a good answer to this question.

The authors lay out a framework that does an excellent job of presenting four different types of strategic approaches that different EMNCs follow. A nice grid is presented to understand these approaches using similar/ dissimilar market expansion and evolutionary/ revolutionary strategies - Knowledge Leveragers & Niche Customizers are focused on 'similar' emerging markets, while Cost Leaders & Global Brand Builders focus on 'dissimilar' developed markets. The book does an excellent job of discussing companies like Huawei of China that threatens Cisco, Arcelik of Turkey that threatens consumer durable manufacturers in Europe, Tata Motors that owns Jaguar at the luxury end and the Nano at the lowest cost end of the automobile market...

As a technology entrepreneur in Silicon Valley, I live this type of battle where startups can either die, become irrelevant or kill entrenched global leaders. The lessons from this book about Disruption have ramifications from start ups to mega corporations...ignore it at your peril.

And it is a fun read. I thoroughly endorse this book by Professors Chattopadhyay, Batra & Ozsomer.
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