SKU: 52118024561

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

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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building BrandsPraise for THE NEW EMERGING MARKET MULTINATIONALS One of Strategy and Business's Best Business Books of the Year "This book is a real eye opener. It will forever change your assumptions about international economic competition and who the winners will be." PHILIP KOTLER Kellogg School of Management and author of Winning at Innovation "An insightful read essential for those wishing to understand the evolution and growth of emerging economy EMNCs and

Praise for THE NEW EMERGING-MARKET MULTINATIONALS

One of Strategy and Business's Best Business Books of the Year

"This book is a real eye-opener. It will forever change your assumptions about international economic competition and who the winners will be."
--PHILIP KOTLER Kellogg School of Management and author of Winning at Innovation

"An insightful read--essential for those wishing to understand the evolution and growth of emerging-economy EMNCs and how they will reshape global market structures."
--ANAND MAHINDRA, Vice Chairman and Managing Director, Mahindra Group, India

"As this timely book so insightfully points out, the rise of emerging-market multinationals is shifting the global competitive landscape and forcing us to think hard about new growth, strategy, and talent equations. A must-read for business leaders responsible for navigating today's global environment.
--MUHTAR KENT, Chairman and Chief Executive Officer, The Coca-Cola Company

"This book offers an array of fascinating examples and an interesting framework for stimulating thinking about EMNCs' strategic options."
--PANKAJ GHEMAWAT, IESE Business School, and author of World 3.0

"A must-read. The book is well researched and provides compelling case illustrations. I highly recommend it."
--W. CHAN KIM, Professor, INSEAD; Codirector, INSEAD Blue Ocean Strategy Institute; and bestselling author of Blue Ocean Strategy

"This is the future of global competition. You need to understand it if you aspire to be a player or if global markets are now a part of your strategy."
--DAVID A. AAKER, Vice Chairman, Prophet, and bestselling author of Brand Relevance

"This book gives a clear idea of the success formula of emerging-market multinationals by showing practical insights based on a deep understanding of EMNCs. This will help readers from any type of company structure their own growth strategies."
--WONHONG CHO, Executive Vice President and Chief Marketing Officer, Hyundai Motor Company

"An excellent collection of ideas and examples that should inspire companies in emerging markets looking to build brands and markets anywhere."
--BUSINESSWORLD

About the Book:

LG. HTC. Tata. Haier. Lenovo. Arcelik. Natura.

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.

How have these small, under-resourced businesses come so far so quickly? And what can you learn from their strategies and tactics?

Renowned experts in global branding and marketing, the authors of The New Emerging-Market Multinationals conducted an in-depth study of 39 EMNCs to reveal the innovative compete-from-below strategies and tactics fueling these companies' meteoric rise. The authors identify four strategies driving this growth:

  • COST LEADERS leverage existing low-cost structures and large-scale volumes to extend their reach into developed markets.
  • KNOWLEDGE LEVERAGERS tap their existing resources and knowledge of home consumers and the market to build branded businesses in other emerging markets.
  • NICHE CUSTOMIZERS combine their cost advantages in manufacturing with newly developed low-cost R&D capabilities to develop customized niche-segment branded offerings in other emerging markets.
  • GLOBAL BRAND BUILDERS use their low-cost manufacturing and R&D capabilities to build branded businesses in developed markets-- but limit their focus to specific products and segments through a process of focused innovation.

Whether you run an EMNC or a developedmarket company, deep knowledge of the strategies outlined here is an absolute necessity for competing effectively now and in the future. Don't get caught off guard by the "new kids on the block"--because today's EMNCs are determined to be tomorrow's market leaders.



Binding Type: Hardcover
Publisher: McGraw-Hill Education
Published: 06/08/2012
ISBN: 9780071782890
Pages: 320
Weight: 1.43lbs
Size: 9.27h x 6.39w x 1.22d

Review Citations: Choice 05/01/2013
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Kimberly G
Charlottesville, US
★★★★★ 5
delightful read
Format: Kindle
What a delightful read. The characters are awesome, the plot was so good, I loved it. I was intrigued and it kept me wanting more. Told in multiple pov, the book sucks you in and doesn’t let go. I cannot wait to read the next book.
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Reviewed in the United States on January 30, 2025
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Kimberly B
Houston, US
★★★★★ 4
not bad
Format: Kindle
I loved the plot of this book. The characters just didn’t have a lot of depth. The connections and “love” just weren’t communicated very well in the writing. The author didn’t write the sweet psycho trope very well at all either. Lachlan was just a mess of a character.
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Reviewed in the United States on November 17, 2023
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Carmen Alicea
Grantham, US
★★★★★ 5
A Beta Worth Rooting For
Format: Kindle
In Spare, Violet Fox flips the omegaverse on its head, giving us a Beta heroine determined to make her mark. Joining the Beta Trials to support her sick father, she's thrown into a pack that doesn't want her, especially the possessive Alphas. But here's the twist: their sweet Omega turns out to be her scent match. Cue the angst, forbidden tension, and a slow-burn romance that will make your heart ache in the best way. Violet Fox delivers an emotional, refreshing take on the genre, proving Betas aren't "spares." They're stars.
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Reviewed in the United States on January 10, 2025
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C. Hunter
Waukegan, US
★★★★★ 5
Beta, Alpha, Omega oh my!
Format: Kindle
Omegas are precious and given to Alphas & their packs... but the Betas want in too. To this end, the Beta government is rolling out its trial of assigning a Beta to each Alpha-Omega pack. But forcing a Beta into a pack where they are not wanted will not end well... Of course, no one expected the Omega to fall for the assigned Beta. Great read and cliffhanger
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Reviewed in the United States on February 15, 2025
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B. Stubby
Grantham, US
★★★★★ 3
A familiar story, just with…..less.
Format: Kindle
So, as other reviewers make clear, this is very similar to Pack Darling and The Beta. It’s much closer aligned with The Beta, in plot and maybe more like Pack Darling with characters. That being said, I don’t hate this…..but it wasn’t great either. It’s both books mentioned but just….less. Less angst, less emotion, less feeling. The plot feels very half fleshed out, and the “bad guy” feels underwhelming. I didn’t really feel any real emotions from and of the male leads, except maybe Oliver. The others fell sorta flat for me. And Mika makes herself out to be this big bad ass straight outta training and then we never see it from here again with the one fitting room incident as the exception. SPOILER: The whole, “Oh, I’m actually probably an Omega, but I don’t wanna be but I do actually wanna be but no one can ever know my secret that I do nothing to hide “ thing fell so flat. She never commutes to believing she was secretly an omega, but also mentions her “secret” a lot. It just felt so manufactured. I’m intrigued enough to read part 2 and see how the author closes everything out, but this is not one I’ll recommend or ever come back to.
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Reviewed in the United States on February 13, 2024

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