Rajeev Batra – författare

Praise for THE NEW EMERGING-MARKET MULTINATIONALS

One of Strategy and Business’s Best Business Books of the Year

"This book is a real eye-opener. It will forever change your assumptions about international economic competition and who the winners will be." —PHILIP KOTLER Kellogg School of Management and author of Winning at Innovation

"An insightful read—essential for those wishing to understand the evolution and growth of emerging-economy EMNCs and how they will reshape global market structures."—ANAND MAHINDRA, Vice Chairman and Managing Director, Mahindra Group, India

"As this timely book so insightfully points out, the rise of emerging-market multinationals is shifting the global competitive landscape and forcing us to think hard about new growth, strategy, and talent equations. A must-read for business leaders responsible for navigating today's global environment. —MUHTAR KENT, Chairman and Chief Executive Officer, The Coca-Cola Company

"This book offers an array of fascinating examples and an interesting framework for stimulating thinking about EMNCs' strategic options." —PANKAJ GHEMAWAT, IESE Business School, and author of World 3.0

"A must-read. The book is well researched and provides compelling case illustrations. I highly recommend it." —W. CHAN KIM, Professor, INSEAD; Codirector, INSEAD Blue Ocean Strategy Institute; and bestselling author of Blue Ocean Strategy

"This is the future of global competition. You need to understand it if you aspire to be a player or if global markets are now a part of your strategy." —DAVID A. AAKER, Vice Chairman, Prophet, and bestselling author of Brand Relevance

"This book gives a clear idea of the success formula of emerging-market multinationals by showing practical insights based on a deep understanding of EMNCs. This will help readers from any type of company structure their own growth strategies."—WONHONG CHO, Executive Vice President and Chief Marketing Officer, Hyundai Motor Company

"An excellent collection of ideas and examples that should inspire companies in emerging markets looking to build brands and markets anywhere."—BUSINESSWORLD

About the Book:

LG. HTC. Tata. Haier. Lenovo. Arcelik. Natura.

From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products—rather than with poorly produced products sold under others' brand names. These emerging-market multinational companies (EMNCs) are giving the incumbent market leaders of North America, Western Europe, and Japan a run for their money in the areas of innovation, branding, and marketing.

How have these small, under-resourced businesses come so far so quickly? And what can you learn from their strategies and tactics?

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 compete-from-below strategies and tactics fueling these companies' meteoric rise. The authors identify four strategies driving this growth:

Whether you run an EMNC or a developedmarket company, deep knowledge of the strategies outlined here is an absolute necessity for competing effectively now and in the future. Don't get caught off guard by the "new kids on the block"—because today's EMNCs are determined to be tomorrow's market leaders.

Breakthrough strategies for emulating or competing with your newest and toughest threat: innovative companies in emerging-market nations

Western organizations are quickly losing influence to emerging market multinationals, as evidenced by such developments as Tata Motors’s acquisitions of Land Rover and Jaguar; Lenovo’s purchase of IBM’s ThinkPad business; HTC’s stature as the fourth largest global smartphone manufacturer; Haier’s 5% global appliance market share; and LG, Samsung, and Hyundai rise in the automobile, appliance, and consumer electronics market.

To help you compete, The New Emerging Market Multinationals outlines the disruptive strategies deployed by emerging-market multinationals (EMNCs) and provides breakthrough strategies for following in their footsteps or beating them at their own game.

Amitava Chattopadhyay is the L''Oreal Chaired Professor of Marketing-Innovation and Creativity at INSEAD.Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan.Aysegul Ozsomer is associate professor of Marketing at Koç University, Istanbul, Turkey.

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.

Written in a non-technical language, this volume is divided into four sections:

Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.

Written in a non-technical language, this volume is divided into four sections:

Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.