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Amitava Chattopadhyay


Amitava Chattopadhyay

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Amitava Book: EMNCS

The New Emerging Market Multinationals (EMMNCs)

Four Strategies for Disrupting Markets and Building Brands




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From smart phones 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.

How have these small, under-resourced businesses come so far so quickly? And what can we learn from their strategies and tactics? We conducted an indepth study of 39 “EMNCs” (Emerging Market Multinationals), for over 48 months, speaking to 500 people, the culmination of which is this book published by McGraw Hill.

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 developed market 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.


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Book Chapters

My Dear Brands, When You Transgress, Should I Forgive You? Relationship Types between Consumers and Brands

Fang Wan, Amitava Chattopadhyay, and Peyman Assadi

The book chapter reviews the stages that branding research has gone through–transaction exchange model, relationship partner model and marriage model–and discusses the implication of the nature of the relationship model a consumer has with the brand on how brand transgressions may affect the consumer. The transaction exchange model views that brand brands/products are the means... read on

Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior

by Lucas Barreau

Differences and Similarities in Hue Preferences between Chinese and Caucasians

Amitava Chattopadhyay, Gerald J. Gorn, and Peter Darke

This paper focuses on both similarities and differences across two cultures, Chinese and Caucasians, in one specific domain: color. While existing research regarding similarities vs. differences in hue preferences as equivocal, we propose that under conditions where the hues are displayed prominently, there will be no cultural differences in hue preferences. Feelings elicited by the... read on

Sensory Marketing: Research on the Sensuality of Products

by Aradhna Krishna


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