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
Subject
Language
eng
Summary
"World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. Brand Breakout 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 triumph. For each strategic route, Kumar and Steenkamp examine the most effective implementation as well as identifying 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, the authors demonstrate that their strategies and underlying strategic brand-building principles are here to stay. Brand Breakout is not only a practical and enlightening guide for emerging market brands but crucial reading for Western companies who should not underestimate the challenge coming from these up-and-coming international businesses. By understanding their strategies and success factors, Western companies can plot their counter-strategies for this new business environment." -- Publisher's description
Cataloging source
DLC
http://library.link/vocab/creatorName
Kumar, Nirmalya
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.K857 2013
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Steenkamp, Jan-Benedict E. M
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
  • Branding (Marketing)
  • Brand name products
  • Brand name products
  • Branding (Marketing)
  • Internationales Marketing
  • Markenartikel
  • Markenpolitik
  • Unternehmen
  • Developing countries
  • Schwellenländer
Label
Brand breakout : how emerging market brands will go global, Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
The Asian tortoise route: migrating to higher quality and brand premium -- The business to consumer route: leveraging B2B strengths in B2C markets -- The Diaspora route: following emigrants into the world -- The brand acquisition route: buying global brands from western multinationals -- The positive campaign route: overcoming negative country-of-origin associations -- The cultural resources route: positioning on positive cultural myths -- The natural resources route: branding commodities in four steps -- The national champions route: leveraging strong support from the state
Dimensions
25 cm
Extent
xvi, 256 pages
Isbn
9781137276612
Lccn
2013014645
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
  • (OCoLC)812068620
  • (OCoLC)ocn812068620
Label
Brand breakout : how emerging market brands will go global, Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
The Asian tortoise route: migrating to higher quality and brand premium -- The business to consumer route: leveraging B2B strengths in B2C markets -- The Diaspora route: following emigrants into the world -- The brand acquisition route: buying global brands from western multinationals -- The positive campaign route: overcoming negative country-of-origin associations -- The cultural resources route: positioning on positive cultural myths -- The natural resources route: branding commodities in four steps -- The national champions route: leveraging strong support from the state
Dimensions
25 cm
Extent
xvi, 256 pages
Isbn
9781137276612
Lccn
2013014645
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
  • (OCoLC)812068620
  • (OCoLC)ocn812068620

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