The New Emerging Market Multinationals May 1, 2012Posted by McGraw-Hill Education (Asia) in Highlights, Management & Organization.
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Authors: Rajeev Batra, Amitava Chattopadhyay, Aysegul Ozsomer
©2012 | 1st Edition | 320 pages | Hardback
Pub Date: JUN-12
Price: US$ 35.00
Breakthrough strategies Western business leaders can use to compete with their newest and toughest threat: innovative and expansionist companies in emerging-market nations
- Western organizations are quickly losing market share and profits to emerging-market multinationals, as evidenced by such developments as Tata Motors’s acquisitions of Land Rover and Jaguar and Lenovo’s purchase of IBM’s ThinkPad business
- The book outlines the disruptive ‘compete from below’ strategies deployed by emerging-market multinationals, then explains how to gain a competitive edge by using these same strategies
About the Author
The authors bring significant knowledge of brand building from both a theoretical and applied perspective. Amitava Chattopadhyay is the L’Oreal Chaired Professor of Marketing-Innovation and Creativity at INSEAD. He has written on the topic of branding over the last 25 years. He has consulted for firms in theAmericas, Asia, Africa, andEurope on the topic of branding and has also taught senior executives from leading marketing firms.
Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at theUniversity ofMichigan. He has researched, taught about, and consulted on matters concerning brand-building and management, global branding, emerging markets, and advertising and marketing communications, for almost 30 years.
Aysegul Ozsomer is Associate professor of Marketing atKoçUniversity,Istanbul,Turkey. Her research focuses on global marketing strategy with a particular emphasis on standardization-adaptation issues and performance implications, market orientation, and global brand management.
1. The Economist covers THE NEW EMERGING MARKET MULTINATIONALS in an articl | Read it here.
2. Interview with Amitava Chattopadhyay, author of THE NEW EMERGING MARKET MULTINATIONALS, on BBC World Service Programmes | Listen to it here.
3. Interview with Amitava Chattopadhyay, author of THE NEW EMERGING MARKET MULTINATIONALS, on BFM89.9 | Listen to it here.