Emerging globalisation

This article suggests that if brands in emerging markets use innovative quality positioning they are capable of challenging established Western brands, and proposes eight 'pathways' for brand building.

Emerging globalisation

Nirmalya Kumar and Jan-Benedict EM SteenkampLondon Business School and Kenan-Flagler Business School

Brands from emerging markets can 'breakout' to challenge the more well-established Western brands in the global marketplace if they...

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