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.
