5 of 6 people found the following review helpful
full of original insights,
This review is from: The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands (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.