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. --
Call Number: | Libro Electrónico |
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Main Author: | |
Other Authors: | , |
Format: | Electronic eBook |
Language: | Inglés |
Published: |
New York :
McGraw-Hill,
©2012.
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Subjects: | |
Online Access: | Texto completo (Requiere registro previo con correo institucional) |
Table of Contents:
- 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.