The new emerging market multinationals : four strategies for disrupting markets and building brands /

Featuring case studies from LG; HTC; Tata; Haier; Lenovo; Arcelik; and Natura; this book presents the results of an in-depth study of 39 EMNCs to reveal the innovative compete-from-below strategies and tactics fueling these companies' meteoric rise. --

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Chattopadhyay, Amitava
Otros Autores: Batra, Rajeev, Ozsomer, Aysegul
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill, ©2012.
Temas:
Branding (Marketing)
Strategic planning.
Stratégie de marque.
Planification stratégique.
branding.
Strategic planning
Commerce.
Business & Economics.
Marketing & Sales.
Internet resources.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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 takeaways.

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