In the past decade, a new breed of challenger businesses and brands from the new Emerging Market Multinationals (EMNCs) have burst upon the world stage, and have built up significant new branded businesses with a broad international footprint. With names like Arcelik, Dabur, Godrej, Haier, HTC, Infosys, Lenovo, LG, Mahindra Tractors, Natura, Ranbaxy, Taj Hotels, Tata Motors, Ulker, WIPRO and others, these 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. Yet these successful new business and brands have been built up without using substantial resource, in bold and innovative new ways.
This new Ross Executive Education course builds on field research conducted over the last two years on 39 companies from India, China, Turkey, Brazil and other Emerging Market countries that are gaining share in global markets despite enormous resource and credibility challenges. It builds capabilities in business strategy, innovation, international marketing, and
brand building through lessons learned from these new Emerging Market MNCS (EMNCs).
- Discover strategic business capabilities that are changing the marketplace across Asia and globally
- Build marketing and branding knowhow and strengths to challenge larger local, regional and global incumbents
- Develop the strategic framework and tools to create a competitive capability to become a challenger organization
To assist your organization to:
- Gain market share in emerging and broader markets
- Position itself to become a major leader on the world business stage
- Build and manage strong regional and global brand positions on shoestring budgets
- Successfully challenge incumbent leaders--or fend off challenges from this new wave of EMNCs
New for 2013!