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The Resource Brand breakout : how emerging market brands will go global, Nirmalya Kumar, Jan-Benedict E.M. Steenkamp

Brand breakout : how emerging market brands will go global, Nirmalya Kumar, Jan-Benedict E.M. Steenkamp

Label
Brand breakout : how emerging market brands will go global
Title
Brand breakout
Title remainder
how emerging market brands will go global
Statement of responsibility
Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Creator
Contributor
Author
Subject
Language
eng
Summary
The authors set out a cutting-edge plan for emerging market brands to achieve success in international markets. This book outlines eight strategies - including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources - that will take brands from domestic dominance to worldwide dominance. For each strategic route, the authors examine the most effective implementation as well as identify the problems that companies will face and how these can be overcome. Full of case studies from around the world including HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, they demonstrate that their strategies and underlying strategic brand-building principles are here to stay. By understanding their strategies and success factors, Western companies can plot their counter-strategies for this new business environment. --
Assigning source
Edited summary from book
Cataloging source
CtWfDGI
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Brand breakout : how emerging market brands will go global, Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Label
Brand breakout : how emerging market brands will go global, Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Publication
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Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
mixed
Content category
text
Content type code
txt
Content type MARC source
rdacontent
http://library.link/vocab/cover_art
https://contentcafe2.btol.com/ContentCafe/Jacket.aspx?Return=1&Type=S&Value=9781137276636&userID=ebsco-test&password=ebsco-test
Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4316288'}
Extent
1 online resource (xvi, 256 pages)
Form of item
online
Isbn
9781137276636
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Specific material designation
remote

Library Locations

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      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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