Brand Breakout

By Nirmalya Kumar and Jan-Benedict Steenkamp, 2013

McGraw-Hill Books, 2012

International marketing leaders Nirmalya Kumar and Jan-Benedict Steenkamp give a blueprint for emerging market brands to compete and succeed on the global stage. For each of the eight strategies that Kumar and Steenkamp examine, they provide recommendations for taking brands from domestic success to global dominance.

Most importantly, they explore the challenges that most brands face, no matter their industry or the path that they take to market. The book’s case studies include emerging market giants like Samsung and Lenovo as well as mid-cap success stories like Havaianas and Corona.

Our take: Brand Breakout is practical guidebook for emerging market brands. By understanding their strategies and reasons for success, multinational companies can devise more informed strategies as they face increasing competition from local brands.

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