SKU: 52118024561

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

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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building BrandsPraise for THE NEW EMERGING MARKET MULTINATIONALS One of Strategy and Business's Best Business Books of the Year "This book is a real eye opener. It will forever change your assumptions about international economic competition and who the winners will be." PHILIP KOTLER Kellogg School of Management and author of Winning at Innovation "An insightful read essential for those wishing to understand the evolution and growth of emerging economy EMNCs and

Praise for THE NEW EMERGING-MARKET MULTINATIONALS

One of Strategy and Business's Best Business Books of the Year

"This book is a real eye-opener. It will forever change your assumptions about international economic competition and who the winners will be."
--PHILIP KOTLER Kellogg School of Management and author of Winning at Innovation

"An insightful read--essential for those wishing to understand the evolution and growth of emerging-economy EMNCs and how they will reshape global market structures."
--ANAND MAHINDRA, Vice Chairman and Managing Director, Mahindra Group, India

"As this timely book so insightfully points out, the rise of emerging-market multinationals is shifting the global competitive landscape and forcing us to think hard about new growth, strategy, and talent equations. A must-read for business leaders responsible for navigating today's global environment.
--MUHTAR KENT, Chairman and Chief Executive Officer, The Coca-Cola Company

"This book offers an array of fascinating examples and an interesting framework for stimulating thinking about EMNCs' strategic options."
--PANKAJ GHEMAWAT, IESE Business School, and author of World 3.0

"A must-read. The book is well researched and provides compelling case illustrations. I highly recommend it."
--W. CHAN KIM, Professor, INSEAD; Codirector, INSEAD Blue Ocean Strategy Institute; and bestselling author of Blue Ocean Strategy

"This is the future of global competition. You need to understand it if you aspire to be a player or if global markets are now a part of your strategy."
--DAVID A. AAKER, Vice Chairman, Prophet, and bestselling author of Brand Relevance

"This book gives a clear idea of the success formula of emerging-market multinationals by showing practical insights based on a deep understanding of EMNCs. This will help readers from any type of company structure their own growth strategies."
--WONHONG CHO, Executive Vice President and Chief Marketing Officer, Hyundai Motor Company

"An excellent collection of ideas and examples that should inspire companies in emerging markets looking to build brands and markets anywhere."
--BUSINESSWORLD

About the Book:

LG. HTC. Tata. Haier. Lenovo. Arcelik. Natura.

From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products--rather than with poorly produced products sold under others' brand names. These emerging-market multinational companies (EMNCs) are giving the incumbent market leaders of North America, Western Europe, and Japan a run for their money in the areas of innovation, branding, and marketing.

How have these small, under-resourced businesses come so far so quickly? And what can you learn from their strategies and tactics?

Renowned experts in global branding and marketing, the authors of The New Emerging-Market Multinationals conducted an in-depth study of 39 EMNCs to reveal the innovative compete-from-below strategies and tactics fueling these companies' meteoric rise. The authors identify four strategies driving this growth:

  • COST LEADERS leverage existing low-cost structures and large-scale volumes to extend their reach into developed markets.
  • KNOWLEDGE LEVERAGERS tap their existing resources and knowledge of home consumers and the market to build branded businesses in other emerging markets.
  • NICHE CUSTOMIZERS combine their cost advantages in manufacturing with newly developed low-cost R&D capabilities to develop customized niche-segment branded offerings in other emerging markets.
  • GLOBAL BRAND BUILDERS use their low-cost manufacturing and R&D capabilities to build branded businesses in developed markets-- but limit their focus to specific products and segments through a process of focused innovation.

Whether you run an EMNC or a developedmarket company, deep knowledge of the strategies outlined here is an absolute necessity for competing effectively now and in the future. Don't get caught off guard by the "new kids on the block"--because today's EMNCs are determined to be tomorrow's market leaders.



Binding Type: Hardcover
Publisher: McGraw-Hill Education
Published: 06/08/2012
ISBN: 9780071782890
Pages: 320
Weight: 1.43lbs
Size: 9.27h x 6.39w x 1.22d

Review Citations: Choice 05/01/2013
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SKU: 52118024561

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Jen
Grantham, US
★★★★★ 5
Just buy it!!!!
Color: Blue Shark, Size: Medium, Color: Blue Shark, Size: Medium
5 stars so far! My beefy boy is obsessed with this toy. He’s a TOUGH chewer. It fits perfectly in his mouth and it’s definitely tough! Feels thick & sturdy, has no weird smell. He loves the squeaker and he’s been (trying) to tear it up non stop since I gave it to him! Lol. He wore himself out. Definitely ordering more. Love the different animals !
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Reviewed in the United States on June 11, 2026
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Rosemarie
San Leandro, US
★★★★★ 4
Durable and fun toy
Color: Blue Shark, Size: Medium
My granddog really likes this toy. He is a pit bull mix. The middle is where the squeaker is. Toy is hard plastic and he chewed on it a long time. No damage to toy! The only reason I gave it a 4 and not a 5 is how loud it is bouncing on wood floors. The toy I do recommend. Good size and bright blue color fish.
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Reviewed in the United States on June 5, 2026
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Cheryl Otis
Belleville, US
★★★★★ 5
TRULY INDESTRUCTIBLE!!!
Color: Blue Shark, Size: Medium, Color: Blue Shark, Size: Medium
This toy is truly indestructible. I have purchased several toys over the past few months, all have been detroyed except for this one. It may not look as pretty now but it is still intact and still squeaks. I highly recommend for anyone with truly aggressive chewers.
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Reviewed in the United States on May 29, 2026
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CHAOS
Belleville, US
★★★★★ 5
Make sure you get this brand. The look alikes are trash!
Very durable and fun! My Pitbull chews on this constantly and loves to have treats or peanut butter, put in the bottom of it as an extra treat. A friend of mine bought a similar looking toy that was destroyed by her pitbull in moments. This one is better quality and has stood the test of this power chewer. The rubber is very thick and he chews it constantly but it stays in tact. It is soft enough to squeak if he gets a hold of it just right, but that’s the rare treat. The size is perfect for my 80 pound boy. I am also able to throw these toys in his pool for him to dive for them. Definitely in great value for the price.
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Reviewed in the United States on March 19, 2026
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Bryan de Jesús
Grantham, US
★★★★★ 4
Indestructible, but maybe too much?
Color: Orange, Size: Medium
Not too enticing for my dog, but, it is definitely indestructible! He chews on it every so often, but less than I had expected. I think the material is so rock hard that it offers little incentive for him to chew on it.
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Reviewed in the United States on May 27, 2026

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