The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands - Couverture rigide

Chattopadhyay, Amitava; Batra, Rajeev; Ozsomer, Aysegul

Couverture rigide

ISBN 10 : 0071782893 ISBN 13 : 9780071782890

Editeur : McGraw-Hill Professional, 2012

Synopsis

Breakthrough strategies for emulating or competing with your newest and toughest threat: innovative companies in emerging-market nations

Western organizations are quickly losing influence to emerging market multinationals, as evidenced by such developments as Tata Motors's acquisitions of Land Rover and Jaguar; Lenovo's purchase of IBM's ThinkPad business; HTC's stature as the fourth largest global smartphone manufacturer; Haier's 5% global appliance market share; and LG, Samsung, and Hyundai rise in the automobile, appliance, and consumer electronics market.

To help you compete, The New Emerging Market Multinationals outlines the disruptive strategies deployed by emerging-market multinationals (EMNCs) and provides breakthrough strategies for following in their footsteps or beating them at their own game.

Amitava Chattopadhyay is the L'Oreal Chaired Professor of Marketing-Innovation and Creativity at INSEAD.
Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan.
Aysegul Ozsomer is associate professor of Marketing at Koç University, Istanbul, Turkey.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0071782893
• ISBN 13: 9780071782890
• Reliure: Relié
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible