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Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Jul 11, 2017

How Your Firm Can Reignite Sales Growth

When Steve Jobs returned to Apple in 1997, the company’s annual losses were in excess of US$1 billion.  Bankruptcy loomed on the short-term horizon. One of Jobs’ first moves was to hire an ad agency to help him rebuild the brand’s status. It resulted in the famous “Think Different” campaign. At the campaign launch, Jobs…

May 30, 2017
Dec 12, 2016

The Mountains Are Calling – Prof. Amitava Chattopadhyay

He stood, looking at the mountain beckoning him – the two horn-shaped peaks separated by a low saddle bathed in golden light. He breathed heavily. He and his brother had been walking 25-35 kms every day, perhaps pushed too hard by the tour guide. Nausea coursed through his body even as the magnificent mountain filled…

Dec 2, 2016

When Advertising is Just a Waste of Money

Watching the recent cricket test match between India and England on TV in India, I was staggered at the level of advertising repetition I experienced. During one hour, I decided to keep track of the commercials aired. The brands and the number of times they advertised during the hour period are below. As one can…

Jun 8, 2016

Study consumers in emerging markets…study firms in emerging markets

The key to successful entry into emerging markets lies in learning about customers in the field through experience. To compete against brands from emerging economies that will come to the fore in the future, it is necessary to learn “emerging market style” strategies. We met Prof. Amitava Chattopadhyay, who has studied firms from emerging markets…

May 3, 2016

Maintaining Market Dominance

Peter England, owned by leading menswear firm Aditya Birla Nuvo, has become a household name in India. As we describe in our case study, Peter England became the fastest apparel brand in Indian history to reach 1 billion rupees in sales and one of the most trusted brands in its category by providing aspirational apparel…

Feb 3, 2016

Why The Shape Of A Company’s Logo Matters

Think about the iconic brand names you know: Apple, Target, McDonald’s, Gap. What images come to mind? For many of us, probably their logos. That’s because whether it’s an apple or big golden arches, a logo is crucial to a company’s identity. Now, new research says that logos are even more important than businesses and…

Jan 27, 2016

Breaking the curse of national particularism: EMNCs as pioneers of globalization

According to INSEAD Professor Amitava Chattopadhyay, an expert of the leading-edge trend of game-changing EMNCs, emerging markets are a gold mine of innovations. MNCs need to deep-dive into local customers for truly understanding them, which is a tough challenge for Japanese companies both in and outside emerging markets.

Jan 13, 2016
Dec 25, 2015


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