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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.
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.
I would highly recommend anyone who is interested in branding and international business to read this book.
This is a good book about Indian and Turkish (and some other emerging country MNCs) and their internationalisation. Read morePublished 1 month ago by Jackal
I find this book very informative and insightful. Meanwhile, it's easy to read and quite engaging. This is definitely one of the best business books I've read in recent years! Read morePublished 15 months ago by Kuangjie Zhang
This is an important book both for its innovative ideas and for the deep research that these ideas are based on. Read morePublished 17 months ago by Dipankar Chakravarti
There are a very few marketing and/or strategy books I can actually finish reading, mainly because many of the books state the obvious. This one is a true exception. Read morePublished 19 months ago by Monica
How are relatively small, under-funded firms in emerging markets managing to successfully compete with much larger, entrenched global marker leaders? Read morePublished 20 months ago by Kate White
The last few years have seen an explosion of successful multi-national companies from emerging countries. Read morePublished 21 months ago by Jaideep Sengupta
This is a timely read from three individuals that have true expertise to provide insight on the issue of emerging market brands. Read morePublished 21 months ago by Darren Dahl
Western media coverage of emerging economies is focused to a large extent on poverty, hunger, bad infrastructure and corruption. Read morePublished 22 months ago by Aradhna Krishna
I very much enjoyed reading the book. The authors offer a wealth of new,in-depth information (with a great geographic and cross-industry coverage), which they nicely combine in... Read morePublished 23 months ago by Marnik Dekimpe