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The New Emerging Market Multinationals : Four Strategies for Disrupting Markets and Building Brands: Chattopadhyay, Amitava/ Batra, Rajeev/ Ozsomer, Aysegul: BOOKS KINOKUNIYA
詳細
The New Emerging Market Multinationals : Four Strategies for Disrupting Markets and Building Brands
The New Emerging Market Multinationals : Four Strategies for Disrupting Markets and Building Brands
出版社 : McGraw-Hill
出版年月 : 2012/05
Binding : Hardcover
ISBN : 9780071782890

BookWeb価格 : THB 1,260.00
会員価格 : THB 1,134.00

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言語 : English
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内容情報
Source: ENG
Academic Descriptors: A48404234 A48400300
Place of Publication: United States
Academic Level: Professional
Review:
Choice Reviews 2013 May
Table of Contents
 
Acknowledgments                                    ix
Introduction and Overview                          1  (26)
    1 Choosing Consumer Segments and Expanding     27 (36)
    Internationally
    2 Strategic Competency Building                63 (34)
    3 International Expansion Through              97 (36)
    Acquisitions
    4 Brand-Building Strategies and Road Map       133(24)
    5 Building Brand Awareness on Limited          157(20)
    Budgets
    6 Building Perceptions of High Quality,        177(22)
    Leadership, and Trust
    7 Global Brand Associations and Architecture   199(26)
    8 Managing a Global or Regional Brand          225(36)
    9 Key Takeaways                                261(30)
Appendix: Company Descriptions                     291(12)
Notes                                              303(18)
Index                                              321
 

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 Koc University, Istanbul, Turkey.