By Nirmalya Kumar
World classification advertising and marketing specialists, Nirmalya Kumar and Jan-Benedict Steenkamp set out a state-of-the-art plan for rising marketplace manufacturers to be successful in overseas markets. model Breakout outlines 8 ideas - together with the Asian tortoise path, from B2B to B2C, model acquisition and leveraging cultural assets - that would take manufacturers from household dominance to around the world triumphominance cultural assets rand will pass global.kground .
For each one strategic course, Kumar and Steenkamp research the simplest implementation in addition to picking out the issues that businesses will face and the way those will be conquer. choked with case reviews from world wide together with HTC, Tata cars, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors display that their thoughts and underlying strategic brand-building rules are the following to stay.
Brand Breakout is not just a pragmatic and enlightening consultant for rising industry manufacturers yet the most important analyzing for Western businesses who will not be underestimate the problem coming from those up-and-coming foreign companies. by way of knowing their innovations and good fortune components, Western businesses can plot their counter-strategies for this new company environment.
In this attractive and illuminating publication, model Breakout equips readers with the data and strategies in order that their model can eventually move global.
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On the international point, game is governed by means of a suite of agencies together with giants similar to the IOC (Olympics), FIFA (soccer), and the IAAF (athletics) in addition to wearing minnows corresponding to the realm Armsport Federation (armwrestling). a lot of these bodies were surrounded via controversy in the course of their histories, after having to regulate to the realities of business activity.
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International classification advertising specialists, Nirmalya Kumar and Jan-Benedict Steenkamp set out a state of the art plan for rising industry manufacturers to be successful in foreign markets. model Breakout outlines 8 techniques - together with the Asian tortoise course, from B2B to B2C, model acquisition and leveraging cultural assets - that would take manufacturers from family dominance to world wide triumphominance cultural assets rand will cross international.
Extra info for Brand Breakout: How Emerging Market Brands Will Go Global
It is the classic “chicken and egg” problem for emerging market firms. This chapter explores one pathway to building a global consumer brand from emerging markets, namely the leveraging of business market strengths to begin serving end users. Brands or companies such as ASD, Midea, Galanz, Huawei, HTC, Mahindra, Tata Motors, and ZTE are following this approach. While none of them is, as yet, a “top-of-mind” consumer brand in the developed world, we can draw some general lessons from their efforts to transform from B2B to B2C players.
Consider these characteristics: • There is a large price-sensitive segment so that the barely acceptable product at the cheapest price will find a target segment of unserved customers. • Objective quality is important, and can be assessed, as this allows price and quality to be judged relatively independently of each other. • Product (development and new products) quality determines brand reputation rather than vice versa. • Substantial economies of scale exist. 14 In electronics, the firm with the best products also tends to have the most popular brand.
In 1968, Honda entered European markets with its N360. Westerners ridiculed all the early Japanese models as cheap imitations with underpowered engines and poor reliability. 6 Despite the poor reputation of Japanese cars, these low-priced small cars appealed to income-constrained consumers in a US market dominated by large and more expensive gas guzzlers. Japanese automakers realized that, to succeed, they needed to design specific models for the rising middle-class American consumer. ”7 In 1965, Toyota introduced its first Americanized model, when it launched the Corona at under $2,000.
Brand Breakout: How Emerging Market Brands Will Go Global by Nirmalya Kumar