Sign in  |  Register
Advanced search
Publication Cover

CITATION

Chattopadhyay, Amitava; Batra, Rajeev; and Ozsomer, Aysegul. The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands. US: McGraw-Hill, 2012.

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

Authors: Amitava Chattopadhyay, Rajeev Batra and Aysegul Ozsomer

Published:  May 2012

eISBN: 9780071782906 0071782907 | ISBN: 9780071782890
Open eBook
  • Contents
  • Acknowledgments
  • Introduction and Overview
  • 1 Choosing Consumer Segments and Expanding Internationally
  • 2 Strategic Competency Building
  • 3 International Expansion Through Acquisitions
  • 4 Brand-Building Strategies and Road Map
  • 5 Building Brand Awareness on Limited Budgets
  • 6 Building Perceptions of High Quality, Leadership, and Trust
  • 7 Global Brand Associations and Architecture
  • 8 Managing a Global or Regional Brand
  • 9 Key Takeaways
  • Appendix: Company Descriptions
  • Notes
  • Index