The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands Hardcover – June 8, 2012

Excellent book! Great perspective for students, business owners/executives or anyone wanting to learn more about the topic. Highly recommend!

Excellent book with a lot of takeaways from real business challenges. Certainly one of the best books of its genre. I also took International Marketing from Prof. Rajeev Batra, who is one of the co-authors, and he is such a fantastic instructor. I highly recommend this book to anyone who has an interest in understanding and doing business in international markets.

This is a really great book, clearly discusses the EMNC market, and it not only talks about China, but also other countries, like India, M&M.Country of origin is playing an important role in the global market, that's why EMNCs are hard to compete with TMNCs. However, the EMNCs now are getting stronger, they used the 4 strategies to expand globally. Overall, the great marketing book, business students must have.

What can one make of Napoleon's remark "geography is destiny" today? The developed world imposed both the first (1780-1800) and second (1801-2000) epochs of globalization on the emerging markets. The disruptive forces of liberalization (of the closed economies of 1960-80) of Globalization 3.0 have ushered in the phenomenon of EMNCs -around 21,500, estimates the UN's World Investment Report.Domestic companies' ("DMCs") metamorphoses into EMNCs (113 of Fortune Global 500 in 2010), is turning the world upside down. The ominous words (Business Week "be afraid, be very afraid" and GE Chairman Immelt et al "Siemens, . could never destroy GE; the emerging giants very well could") have proved prophetic. Apple and Samsung's fierce battle for hand phone patent portends the winds of change blowing through the global markets.The timing of "The New Emerging Market Multinationals:..." is impeccable.Instead of companies like Gazprom, Petrobas, etc. that rely on monopolies, the book focuses on Haier, HTC (now the world's 3rd largest smart phone company), Natura, LG, Arcelik, etc. from competitive sectors. A quote of one of their interviewees, "a brand first increases the volume and secondly improves the margins. As long ... you have a brand, you have a sustainable business" neatly sums up why the authors focus on global brands and businesses.The erudition, scholarship and global perspective of Chattopadhyay, Batra and Ozsomer, marketing, branding and strategy experts, are reflected in the persuasive and engaging manner in which the book addresses the questions: What are the reasons they went global? What explains their success? How did they build their global businesses & brands despite limited resources? What TMNCs can learn to develop their own strategies not only to fend off these EMNCs but also to develop their own markets?Their passion and enthusiasm for marketing & branding are evident while they dissect the phenomenon of EMNCs and destroy popular myths (opportunistic growth, risk-reduction, and learning-not the main reasons for their globalization" the authors instead state, "it is simply that they have the ambition, vision, and confidence to want to become global giants themselves")A well researched, highly scholarly yet practical, rigorous, backed by diagrams, business models, end notes, secondary studies of published sources, the book has in depth personal interviews conducted by the authors with top the executives of 39 EMNCs in 15 emerging markets across the world.The authors expertly weave quotes and anecdotes from their interviews in to their narrative to explain various business models and strategies (Global Brand Leader, etc.).The book excludes Indonesia, Poland, etc. However, PwC`s Report "India may overtake China ..., with over 2,200 DMCs ..over the next 15 yrs- 2010-24" vindicates the authors somewhat skewed emphasis on India. Few floundering EMNCs may have provided interesting contrast and important lessons. Notwithstanding these, the book has great depth and breadth making it truly representative of the EMNC phenomenon.Globalization being an imperative, DMCs should use the book "to create their own game plans on how resource limitation can be side stepped to become EMNCs". The book will prompt global CEOs of TMNCs "to find new ways to disrupt and fight EMNCs". Policy makers and trade organizations can cull lessons from this book to create conducive policies for their DMCs to turn into EMNCs. The book should prove to be a rich repertoire of case studies for academics and researchers.Global market witnesses tectonic shifts every few decades; The East India Company followed by British, American, and Japanese in 1980s, and the latest EMNCs. "Born global" (Google, Amazon, etc.) are firmly entrenched. All these put a question mark on Napoleon's remark.Despite several books of this genre, this easily ranks as one of the best. Anyone wanting to understand the phenomenon of EMNCs should be reading this book.

This is an important book both for its innovative ideas and for the deep research that these ideas are based on. Chattopadhyay and Batra, distinguished scholars in their own right, have distilled these findings based on interviews with fifty senior executives from thirty nine emerging market multinationals. These business leaders have challenged the existing order and built very successful branded businesses across a range of global industries. What secret business strategy recipes enabled these relatively small, under-resourced, and disadvantaged firms wrest market share from the incumbent traditional MNC's and build sustainable businesses with healthy profits to show for their efforts? What enabled them to transform global aspirations into reality?Chattopadhyaya and Batra provide answers that ring true. This is because their analysis is neither gimmicky nor flashy but rests on time-honored marketing principles that segment markets for targeting and marshall strategic competencies. Cost leaders, like Turkey's Arcelik, capitalize on advantageous cost positions and use scale to extend their reach into developing markets. India's Mahindra and Mahindra is a great exemplar of knowledge leveragers who transfer their home market understanding to builded branded businesses in other emerging markets. Niche customizers blend manufacturing cost advantages with new R&D capabilities to build fortified positions with branded offerings. India's Godrej has implemented this strategy with household products in regional niche markets in Africa and South Asia. Finally, the global brand builders blend low cost manufactuiring and R&D capabilities with fcused innovation to build branded businesses targeting specific product-market segments. Selective acqusitions provide the new skills and resources needed to operate in these markets. HTC has built its position as the world's third largest smart phone manufacturer by executing precisely such a focused innovation strategy.The book is easy to read but avoids the overgeneralizations that are the achiles heel of many contemporary strategy works. The authors also pick their examples carefully so that their global brand building lessons are not confounded and can be emulated by other emerging market multinationals with global aspirations. And if you are an incumbent, traditional multinational, the authors suggest how you may proactively respond to these new challengers. All in all, this is a thought provoking book, that does a marvelous job of extracting the comtemporary marketing strategy lessons from the experienced reality of business leaders who have successfully build global branded businesses when the betting was all against them.This book is a must read for business school students and their professors. But this book's lessons will have the most impact on marketing practitioners in emerging market and traditional multinationals looking for challenger and response strategies in this new global competition. Get it, read it and then place it on your shelf or store it on your hard drive - you will consult this book often. And that's a promise!

"The rise of brands from emerging markets took the world by surprise such as the high profile takeovers of IBM ThinkPad by Lenovo, or Tata's acquisition of Land Rover and Jaguar. The congested competitive landscape in emerging markets creates an interesting, and rich context to study global branding and global competition. There, emerging market MNCs (EMNCs) need to outsmart MNCs to win a toehold. There, these EMNCs also need to outperform and outsmart small firms who constantly imitate and take a quick but sometimes deep cut from the already crowded market. Whether you are a student, researcher, or manager interested in global strategy, global branding and the dynamics and evolution of smaller challenger firms'from the emerging markets or elsewhere--and would like to learn from the experiences of the 39 companies studied in this book on how to take on the giants, you would find this book very useful. Books with rich tales synthesized in to useable frameworks that detail the global strategic dynamics of competition between these two types of MNCS are hard to find! Till you read this book.I thank the authors for their original work and their immersion into the strategies, mindsets, and actions of these EMNCs. Their perspectives are refreshing and enriching. It is absolutely a joy to read this book! Thank you!"

Would not recommend this book