The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
Prof Amitava Chattopadhyay,
2nd Apr 2014 03:00 pm - Sydney Business School CBD Campus, Level 17, 133 Castlereagh Street
In the past decade, a new breed of challenger businesses and brands have burst upon the world stage from the "emerging markets" - with names like Arcelik (Turkey), Dilmah (Sri Lanka), HTC (Taiwan), Lenovo (China), Mahindra & Mahindra (India), Modelo (Mexico), Natura (Brazil), Tata Motors and Tata Global Beverages (India), and Savola (Saudi Arabia) - and have in short order established themselves as robust competitors. Much has been written about their increasing stature, but exactly how these relatively-small, under-resourced firms have managed to build sustainable and profitable branded global businesses, fighting and winning against much larger incumbent market leaders, remains unanswered. Our research identifies the key factors underlying the success of these emerging market firms and the strategic alternatives through which they have attained success.