Brand Breakout: How Emerging Market Brands Will Go Global
- 4h 17m
- Jan-Benedict E.M. Steenkamp, Nirmalya Kumar
- Palgrave Macmillan Ltd
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.