Titlebook: Brand Breakout; How Emerging Market Nirmalya Kumar,Jan-Benedict E. M. Steenkamp Book 2013 Palgrave Macmillan, a division of Macmillan Publ

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The Brand Acquisition Route, as James Bond and the winners of Le Mans, the world’s oldest sports car race of endurance and efficiency. The jaguar figure fixed on the hoods of automobiles has become iconic and, for a time, was the world’s most coveted automotive brand. No wonder Ratan Tata said that the Tata Group’s chance to o

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The Cultural Resources Route, an emerging market reduce its appeal on such dimensions as quality, innovativeness, aesthetics, price/ value, social responsibility, and prestige. There are, however, exceptions. In certain product categories, originating from a particular emerging market . value to the brand. In this chapter, we m

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The National Champions Route,ies supported by their governments at a time when their countries were emerging or recovering from the ravages of war. Their achievements in the global marketplace have inspired emerging countries to build their own national champions, with some notable successes.