New Emerging Market MNCs and their Winning Edge
It is easy for established MNCs to dismiss their counterparts in emerging economies as copycats that can compete only by selling their products as cheaply as possible. This is not always the case in reality. In a recently published book, The New Emerging Market Multinationals, the authors draw from in-depth interviews with senior executives from 39 so-called emerging MNCs and distill some key strategies being used to challenge Western MNCs.
When smaller Chinese companies saw the international success achieved by the likes of Huawei and ZTE, they were inspired to aim for the same. Confidence, frugality, Chattopadhyay and his co-authors have observed are common threads among their interviewees.
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