The new emerging market multinationals : four strategies for disrupting markets and building brands / Amitava Chattopadhyay and Rajeev Batra with Aysegul Ozsomer.

Includes bibliographical references (pages 303-320) and index.

Acknowledgments -- Introduction and overview -- Choosing consumer segments and expanding internationally -- Strategic competency building -- International expansion through acquisitions -- Brand-building strategies and road map -- Building brand awareness on limited budgets -- Building perceptions of high quality, leadership, and trust -- Global brand associations and architecture -- Managing a global or regional brand -- Key takeaways.

"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 complete-from-below strategies and tactics fueling these companies' meteoric rise"--Jacket.