6 of 6 people found the following review helpful
Full of great insights for both Marketing and Strategy...,
This review is from: The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands (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!