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Artikelmerkmale
- Artikelzustand
- ISBN
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Über dieses Produkt
Product Identifiers
Publisher
Palgrave Macmillan The Limited
ISBN-10
1137276614
ISBN-13
9781137276612
eBay Product ID (ePID)
144202620
Product Key Features
Book Title
Brand Breakout : How Emerging Market Brands Will Go Global
Number of Pages
Xvi, 256 Pages
Language
English
Publication Year
2013
Topic
Marketing / General, Developing & Emerging Countries, International / General, Economics / Comparative
Illustrator
Yes
Genre
Social Science, Business & Economics
Format
Hardcover
Dimensions
Item Height
0.9 in
Item Weight
20.4 Oz
Item Length
9.4 in
Item Width
6.5 in
Additional Product Features
Intended Audience
Trade
LCCN
2013-014645
Dewey Edition
23
Reviews
"Products made in China are everywhere in the West, but Chinese brands are rarely seen. Chinese companies now aspire to change this situation. I am excited to read Brand Breakout, and hope more and more Chinese companies can work smart (not just hard) to build Chinese brands on a global scale." - Zhuo (Joe) Wang, CEO, Shanghai Jahwa United and Chairman, Herborist Cosmetics "Kumar and Steenkamp''s richly researched book are doing two groups a big favor: helping the brands coming out of emerging markets to go global; and helping mature brands from the West go on alert. This book should be required reading by all global brand executives." - Philip Kotler, S.C. Johnson Professor of International Marketing, Kellogg School of Management, Northwestern University "Brand Breakout is the next frontier. A timely reminder to the companies from emerging countries on how they can choose the right way." - Ravi Kant, Vice Chairman, Tata Motors "The next set of big global brands will come from emerging countries. Kumar and Steenkamp show the eight routes by which this will happen. Every serious brand strategist needs to see their insights into the future of global branding." - David A. Aaker, Vice-Chairman, Prophet "Global brands are ubiquitous but there are still very few from emerging markets. Brand Breakout is essential reading for managers and public policy makers interested in developing global brands from these economies and their impact on global competition." - Laura D. Tyson, S.K. and Angela Chan Chair of Global Management, University of California, Berkeley and Former Chair of President''s Council of Economic Advisors, Clinton Administration "Emerging market firms are still better at manufacturing than branding. Brand Breakout provides CEOs with a timely and systematic roadmap of recommendations to change this." - John Quelch, Professor, Harvard Business School & Former Dean of CEIBS (China Europe International Business School) "Brand Breakout is a must-read not only for those that run local companies and brands expanding internationally, but for all of us that compete against them in their own territories, and are compelled to win with global brands and strategies against a variety of very local realities." - Juan Alanis, General Manager, The Estée Lauder Companies Inc., Mexico. "As two most well-known marketing scholars on emerging markets in the world, Nirmalya Kumar and JB Steenkamp provide a definitive guideline for emerging market brands here. The eight routes proposed in this book lay out a comprehensive roadmap for those aspiring companies and countries to effectively enter global markets, and will have a far-reaching impact in the years to come. It also provides great insights on the transition of the economic development mode of China. A novel and thought-provoking masterpiece!" - Yubo CHEN, Professor & Deputy Chair of Marketing, Tsinghua University ''Emerging market firms are still better at manufacturing than branding. Brand Breakout provides CEOs with a timely and systematic roadmap of recommendations to change this.'' - John Quelch, Professor, Harvard Business School & Former Dean of CEIBS (China Europe International Business School) ''Outstanding book. It is fascinating and undoubtedly a must read piece for managers in both Western and emerging market companies. It was eye-opening to see how Chinese and other emerging market firms are changing from a clear focus on manufacturing and supply chain efficiencies to building brand equities and allocating enough resources behind them. This is our new competition. It seems they now realize that the real value of their companies is in their brands. And it is not until they fully comprehend this that the expansion of these brand equities can really take place; Corona from Mexico is a good example.'' - Henry Gomez, Vice-President Business Development for Latin America, Pepsico
Number of Volumes
1 vol.
Dewey Decimal
658.8
Table Of Content
Introduction 1. The Asian Tortoise Route: Migrating to higher quality and brand premium 2. The Business to Consumer Route: Leveraging B2B strengths in B2C markets 3. The Diaspora Route: Following emigrants into the world 4. The Brand Acquisition Route: Buying global brands from Western multinationals 5. The Positive Campaign Route: Overcoming negative country of origin associations 6. The Cultural Resources Route: Positioning on positive cultural myths 7. The Natural Resources Route: Branding Commodities in four steps 8. The National Champions Route: Leveraging strong support from the state Conclusion: Looking Ahead
Synopsis
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 triumphominance cultural resources rand will go global.kground . 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. In this engaging and illuminating book, Brand Breakout equips readers with the knowledge and techniques so that their brand can finally go global., Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
LC Classification Number
HD62.4-62.45
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gulfcoastllc
99,2% positive Bewertungen•1.4 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
Verkäuferbewertungen (343'356)
- o***l (1331)- Bewertung vom Käufer.Letzter MonatBestätigter KaufGreat book. Thank you
- 1***f (209)- Bewertung vom Käufer.Letzter MonatBestätigter KaufGreat condition. Fair price. Quick ship. A+ seller.
- c***r (66)- Bewertung vom Käufer.Letzter MonatBestätigter KaufHappy with it