How MNCs Can Learn From Local Brands In Developing Markets
At no time in recent economic history has the question of national identity and its impact on global commerce been more pertinent than now. The increasing prominence of local brands - particularly those that matter to the emerging middle class in developing markets - has been a matter of concern for global corporations for some time now.
Kantar's Brand Footprint Study, which tracks consumption patterns of fast-moving consumer goods across markets, shows that over the past three years (2013-2015), the share of multinational brands in the household...