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Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


The New Emerging Market Multinationals

Marketing Mania Talks: Episode 2–Talk with Amitava Chattopadhyay

Marketing Mania series talking to business leaders, marketing gurus, trend setters, experts in different areas of practice and knowledge.

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 for more than ten years, and learned those strategies from him.

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.

What is missing in Japanese firms? – Even MNCs lack true understanding of customers

The second part of the interview with INSEAD Professor Amitava Chattopadhyay, on the management approach and latest trends of EMNCs defying the common wisdom.
This time the discussion explores what is missing in Japanese companies.

What is your advice for Canadian companies who are looking into becoming a multinational?

I notice many MNC’s that do very well in emerging markets, but do not have a very solid presence in their country of origin. How important is it to have a strong home foundation from which to build from for EMNC’s?

What is the most important quality required for companies to expand in order to become an EMNC?

For an EMNC, what would you say is the biggest factor in gaining access to a global market?


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