Brand Breakout: How Emerging Market Brands Will Go Global

  • 4h 17m
  • Jan-Benedict E.M. Steenkamp, Nirmalya Kumar
  • Palgrave Macmillan Ltd
  • 2013
Outlining eight strategies - including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources - that will take brands from domestic dominance to worldwide dominance, this engaging book equips readers with the knowledge and techniques so that their brand can finally go global.