Amitava Chattopadhyay - The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

Praise for The New Emerging-Market Multinationals

A brilliant analysis of how the multinationals from emerging markets are succeeding globally. It is conceptually solid and a joy to read!

Jagdish N. Sheth, Charles H. Kellstadt
Professor of Marketing, Goizueta Business School,
Emory University, and author of Chindia Rising

Research-based valuable insights into emerging-market companies becoming formidable global players by moving beyond being low-cost operators to business model innovators and brand builders. Packed with lessons for global companies and aspirants all over the world!

Vindi Banga, Partner, Clayton, Dubillier & Rice, and former President, Foods, Home & Personal Care, Unilever

This book offers an insightful and impressive analysis and understanding of the business dynamics of the past decade. Readers from EMNCs will learn how to expand their businesses globally and how to build and sustain premium brands to compete against incumbent TMNCs. Readers from TMNCs will understand EMNCs capabilities and strategies, helping them to penetrate and compete in these booming markets.

Michael Ahn, President and CEO North America, LG Electronics Company Limited (20042009), and Senior Advisor

Many Chinese MNCs are today becoming strong global competitors. Following the strategies described in this book is making them forces to be reckoned with on the world stage. This book will be of great help in preparing us for this new competitive era.

John Quelch, Dean of the China Europe International Business School (CEIBS), Shanghai, and former Dean of the London Business School

The New Emerging-Market Multinationals has successfully brought to life the opportunities and challenges of building profitable brands in the emerging markets. My passion is the African market, and this book provides great insights that can inspire the reader to successfully embrace the growth opportunities in Africa and other emerging markets.

Gerald Mahinda, Managing Director,
Brandhouse, a Diageo Joint Venture

As a playbook for budding EMNCs, and in-depth intelligence for companies contending with EMNCs, this book is an invaluable resource for top marketers everywhere.

Kevin Lane Keller, E. B. Osborn Professor of Marketing,
Tuck School of Business, Dartmouth; author of Strategic Brand Management; and coauthor of Kotler and Keller, Marketing Management

The twenty-first century is marked by a dramatic shift of world economic power toward the emerging markets. This book gives deep insight into the new models and ways of doing business that are emerging from these new markets that will shape global business.
Jochen Zaumseil, Executive Vice President Asia Pacific Zone and member of the LOral Group Management Committee

Copyright 2012 by Amitava Chattopadhyay, Rajeev Batra, and Aysegul Ozsomer. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-178290-6
MHID: 0-07-178290-7

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To all those we learned from, most of all our parents, spouses, and children.

Writing this book was a long but rewarding journey. It brought us into contact with many innovative companies and incredibly smart and dedicated executives. Thus, our first debt of gratitude goes to all the executives from the 39 companies we talked to, who shared their vision, knowledge, and insights freely with us. Their names appear at the end of this note, organized by company. Of those we talked to, we owe special thanks to Michael Ahn, Mauricio Bellora, Mehmed Evyap, Gautam Nagwekar, Nakul Gupta, Tarik Hadi, Rajesh Jejurikar, Arun Nanda, Hsamettin Onan, Eunju Park, Jessie Paul, Vijay S. Subramaniam, and Tom Thomas, for going out of their way to support the project by spending many hours talking to us, as well as for putting us in touch with other key informants for this book.