Companies that hail from emerging markets, such as India, China, Brazil, and Russia face many obstacles when marketing to Western consumers. The countries from which they hail are often associated with poor quality or unsound environmental practices. They may not always have the marketing talent and leadership experience in place to build powerful global brands (as opposed to high quality products). And many don’t understand what Western consumers want or the kind of emotional relationship they have with the names they choose to buy. This webinar - which is based on Kumar & Steenkamp’s forthcoming book: Brand Breakout: How Emerging Market Brands Will Go Global (Palgrave Macmillan, with special Chinese edition by CEIBS Publishing Group) – discusses eight “pathways” that emerging market companies can take to build their brands in developed markets.
The webinar is important for two groups of managers. First, for (Western and non-Western) managers that work for emerging market companies. Second, for managers in Western companies who don’t yet see the threat their overseas competitors hold. By outlining the strategies these opponents might take, Steenkamp hopes these executives will better understand both what moves their competitors might make next, as well as what kind of potential exists for acquisition targets in emerging markets.