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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands Hardcover – June 8, 2012

4.9 out of 5 stars 23 customer reviews

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Editorial Reviews

Review

"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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Product Details

  • Hardcover: 320 pages
  • Publisher: McGraw-Hill Education; 1 edition (June 8, 2012)
  • Language: English
  • ISBN-10: 0071782893
  • ISBN-13: 978-0071782890
  • Product Dimensions: 6.2 x 1 x 9.3 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #751,102 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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Format: Hardcover Verified Purchase
Excellent book with a lot of takeaways from real business challenges. Certainly one of the best books of its genre. I also took International Marketing from Prof. Rajeev Batra, who is one of the co-authors, and he is such a fantastic instructor. I highly recommend this book to anyone who has an interest in understanding and doing business in international markets.
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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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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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Format: Hardcover
In this review, I outline my personal experience with the book to illustrate the attention put into its writing process and the benefits we can gain from it within a classroom setting. During my Ph.D. at Koc University, Turkey, I helped Prof. Ozsomer while conducting the interviews, as well as transcribing and translating them to English. When I was visiting University of Michigan in my 2nd year of the Ph.D., I also helped Prof. Batra with some secondary data collection over the companies examined in the book. Reflecting back on those years and reading the final product, I now fully understand how valuable this experience was to develop some research skills and how the pieces added up to bear fruit. The authors analyze a total of 39 new emerging multinationals. The overarching theory grounded on these cases and the details distilled from each one provide the readers a sound idea over the extent to which authors have put their hearts and minds into the project. Especially the professional readers have a compelling guide to fully capture the basics of working in emerging economies and competing with the new emerging multinationals. I also recommend the book for educational purposes. I used it in my Marketing in Emerging Economies undergraduate course at the Vrije Universiteit Amsterdam where I started working after my Ph.D. It is a great pleasure to pass on some positive compliments from my students. They truly enjoyed getting familiar with emerging markets and marketing concepts with so many, diverse examples. Overall, I feel the book is a ubiquitous source for both educational and professional purposes. Hope you also enjoy reading this alternative perspective of marketing practice.
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