Unlocking Emerging Markets: Brand to Win - Softcover

Eisingerich, Andreas; Bhardwaj, Gunjan

 
9783838346748: Unlocking Emerging Markets: Brand to Win
Softcover
ISBN 10: 3838346742 ISBN 13: 9783838346748
Verlag: LAP Lambert Academic Publishing, 2010

Inhaltsangabe

Businesses are increasingly forced to compete on price rather than on product or service quality, where they have a distinct competitive edge sustained by highly efficient processing and delivery systems. Conventional wisdom suggests businesses to localize their service offering, provide less, and compete on price. Yet in so doing, firms will lose their leading position and worse, tarnish their global brand image. We suggest an alternative route. That is, businesses need to realign internally and externally so as to create innovative strategic space that enables them to avoid vicious price traps and achieve sustainable performance. Through such strategic realignments, businesses can build intimate consumer-brand relationships and enhance their global brand equity with tailored strategies to meet local competition and institutional demands, both winning their battle in China and other emerging markets.

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Reseña del editor

Businesses are increasingly forced to compete on price rather than on product or service quality, where they have a distinct competitive edge sustained by highly efficient processing and delivery systems. Conventional wisdom suggests businesses to localize their service offering, provide less, and compete on price. Yet in so doing, firms will lose their leading position and worse, tarnish their global brand image. We suggest an alternative route. That is, businesses need to realign internally and externally so as to create innovative strategic space that enables them to avoid vicious price traps and achieve sustainable performance. Through such strategic realignments, businesses can build intimate consumer-brand relationships and enhance their global brand equity with tailored strategies to meet local competition and institutional demands, both winning their battle in China and other emerging markets.

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Verlag
LAP Lambert Academic Publishing
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
3838346742
ISBN 13 
9783838346748
Einband
Tapa blanda
Anzahl der Seiten
60
Kontakt zum Hersteller
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Verantwortliche Person
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