Brand Breakout: How Emerging Market Brands Will Go Global
Autor Nirmalya Kumar, Jan-Benedict E. M. Steenkampen Limba Engleză Paperback – 26 aug 2016
Preț: 334.33 lei
Puncte Express: 501
Preț estimativ în valută:
59.15€ • 68.77$ • 51.27£
59.15€ • 68.77$ • 51.27£
Carte tipărită la comandă
Livrare economică 28 februarie-06 martie
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9781349446742
ISBN-10: 1349446742
Dimensiuni: 155 x 235 mm
Greutate: 0.39 kg
Ediția:1st ed. 2015
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom
ISBN-10: 1349446742
Dimensiuni: 155 x 235 mm
Greutate: 0.39 kg
Ediția:1st ed. 2015
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom
Cuprins
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
Recenzii
"Anyone
with
more
than
a
passing
interest
in
how
global
brands
develop
should
take
note...with
its
summaries
and
excellent
case
studies
it
is
a
worthwhile
read
for
anyone
with
an
interest
in
how
brands
are
formed
and
perceptions
changed"
-
Financial
Times
"Brand Breakout is a must-read for all those who dream of crafting global brands - especially large Indian firms which operate globally. The writing is highly readable and replete with concrete examples." - Business Today (India)
"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.
'I loved the central idea of the book and the eight ideas on brand building... Brands are after all more about human appeal than just being a product or service with great features. They need to have mystery and enigma to be able to get consumers to love them. That is the secret sauce I recommend this book for all those who dream of crafting global brands especially for large Indian firms that operate globally.' - Times of India
"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
'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
"Brand Breakout is a must-read for all those who dream of crafting global brands - especially large Indian firms which operate globally. The writing is highly readable and replete with concrete examples." - Business Today (India)
"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.
'I loved the central idea of the book and the eight ideas on brand building... Brands are after all more about human appeal than just being a product or service with great features. They need to have mystery and enigma to be able to get consumers to love them. That is the secret sauce I recommend this book for all those who dream of crafting global brands especially for large Indian firms that operate globally.' - Times of India
"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
'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
Notă biografică
Dr.
Nirmalya
Kumar
is
Member-Group
Executive
Council
at
Tata
Sons.
He
reports
directly
to
the
Chairman
of
the
$100
billion
plus
Tata
group
and
is
responsible
for
group
strategy.
Previously,
he
was
professor
of
marketing
at
the
London
Business
School
and
also
taught
at
Columbia
Business
School,
Harvard
Business
School,
IMD
(Switzerland)
and
Northwestern
University
(Kellogg
School
of
Management).
Dr.
Kumar
has
written
seven
books,
including
Marketing
as
Strategy
and
India
Inside.
He
has
also
published
several
articles
in
Harvard
Business
Review
and
many
other
leading
academic
journals.
As
a
consultant,
he
has
worked
with
more
than
50
Fortune
500
companies
in
60
different
countries
as
well
as
served
on
several
boards
of
directors.
Dr.
Kumar
was
included
in
Thinkers50
(the
biannual
listing
of
the
top
50
management
thinkers
in
the
world)
and
received
their
"Global
Village
Award"
for
the
person
who
contributed
the
most
to
the
business
community's
understanding
of
globalization
and
the
new
frontiers
established
by
emerging
markets.
Dr.
Kumar
received
his
B.Com
from
Calcutta
University,
his
MBA
from
the
University
of
Illinois
at
Chicago
and
his
PhD.
in
marketing
from
the
Kellogg
School
of
Management,
Northwestern
University.
Jan-Benedict E. M. Steenkamp (Dr. h.c., PhD, MSc, BSc) is the Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina's Kenan-Flagler Business School, Executive Director of AiMark and Fellow at the Institute for Sustainable Innovation and Growth at Fudan University (Shanghai). He also teaches in a joint program at Tsinghua University (Beijing). A native of the Netherlands, Prof. Steenkamp has taught, consulted, and given executive seminars in all continents. He has received an honorary doctorate from Aarhus University (Denmark) and an array of lifetime achievement honors, including from the Royal Netherland Academy of Sciences and the European Marketing Academy. His work has received over 25,000 citations, and he is rated the most influential marketing scholar of the last decade. Prof. Steenkamp is a valued branding and strategy consultant, and his work has been featured in the Harvard Business Review, The Wall Street Journal, Financial Times, The Economist, The New York Times, Bloomberg Businessweek, and numerous other media outlets in the U.S., Europe, the Middle East, South Africa, India, China, and South Korea. Prof. Steenkamp has written eight cases on emerging market companies, including Huawei, Haier, TCL, Pearl River Piano, Sand River, Shanghai VIVE, Galanz, and Proton, which are available through The Case Center (www.thecasecentre.org). His activities can be followed on the website www.brandbreakout.com.
Jan-Benedict E. M. Steenkamp (Dr. h.c., PhD, MSc, BSc) is the Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina's Kenan-Flagler Business School, Executive Director of AiMark and Fellow at the Institute for Sustainable Innovation and Growth at Fudan University (Shanghai). He also teaches in a joint program at Tsinghua University (Beijing). A native of the Netherlands, Prof. Steenkamp has taught, consulted, and given executive seminars in all continents. He has received an honorary doctorate from Aarhus University (Denmark) and an array of lifetime achievement honors, including from the Royal Netherland Academy of Sciences and the European Marketing Academy. His work has received over 25,000 citations, and he is rated the most influential marketing scholar of the last decade. Prof. Steenkamp is a valued branding and strategy consultant, and his work has been featured in the Harvard Business Review, The Wall Street Journal, Financial Times, The Economist, The New York Times, Bloomberg Businessweek, and numerous other media outlets in the U.S., Europe, the Middle East, South Africa, India, China, and South Korea. Prof. Steenkamp has written eight cases on emerging market companies, including Huawei, Haier, TCL, Pearl River Piano, Sand River, Shanghai VIVE, Galanz, and Proton, which are available through The Case Center (www.thecasecentre.org). His activities can be followed on the website www.brandbreakout.com.
Caracteristici
A
unique
approach
to
emerging
brands,
no
other
book
approaches
the
topic
of
emerging
brands
and
economies
from
this
angle
An outstanding list of brands and insider interviews: drawing on academic and practitioner research, and their consulting experience
Kumar and Steenkamp illustrate their practical advice with case studies, examples and interviews from high-profile brands including Corana, Emirates, and Nandos
An outstanding list of brands and insider interviews: drawing on academic and practitioner research, and their consulting experience
Kumar and Steenkamp illustrate their practical advice with case studies, examples and interviews from high-profile brands including Corana, Emirates, and Nandos