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The new emerging market multinationals : four strategies for disrupting markets and building brands
Auteur
Éditeur McGraw-Hill
Année copyright 2012
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Auteur
Titre
The new emerging market multinationals : four strategies for disrupting markets and building brands
Éditeur
Description
1 vol. (XII-335 pages) : ill. ; 24 cm
Notes
Bibliogr. Index
Sujets
Contenu
Introduction and overview ; Choosing consumer segments and expanding internationally ; Strategic competency building ; International expansion through acquisitions ; Brand-building strategies and road map ; Building brand awareness on limited budgets ; Building perceptions of high quality, leadership,and trust ; Global brand associations and architecture ; Managing a global or regional brand ; Key takeaway
Résumé
From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products—rather than with poorly produced products sold under others' brand names. These emerging-market multinational companies (EMNCs) are giving the incumbent market leaders of North America, Western Europe, and Japan a run for their money in the areas of innovation, branding, and marketing.
ISBN
978-0-07-178289-0
0-07-178289-3
Origine de la notice
Abes (SUDOC)
 

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