Emerging markets

An insightful read. Essential for those wishing to understand the evolution and growth of emerging economy MNCs and how they will reshape global market structures.

Anand Mahindra, Vice Chairman and Managing Director , Mahindra Group , India.

The rise of EMNCs is shifting the global competitive landscape and forcing us to think hard about new growth, strategy and talent equations. A must-read for business leaders responsible for navigating today’s global environment.

– Muhtar Kent, Chairman and Chief Executive Officer, The Coca-Cola Company

This is the future of global competition. You need to understand it if you aspire to be a player or if global markets are now a part of your strategy.

– Philip Kotler, Kellogg School of Management, author of Winning at Innovation

BatraRajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan. He has researched, taught, and consulted on global branding, emerging markets, and marketing topics for 30 years.



AmitavaAmitava Chattopadhyay is the GlaxoSmithKline Chaired Professor of Corporate Innovation at INSEAD. He has served as a branding consultant for firms in the Americas, Asia, Africa, and Europe.



OzsomerAysegul Ozsomer is an associate professor of marketing at Koç University, Istanbul, Turkey. Her research focuses on standardization-adaptation issues and performance implications, market orientation, and global brand management.