The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

Introduction and Overview

In the past decade, a new breed of challenger businesses and brands has burst upon the world stage, and in many categories—such as appliances, automobiles, consumer electronics, mobile phones, computers, personal-care products, telecommunications equipment, and beer—has built up significant new branded businesses with a broad international footprint. Consider Taiwan’s HTC, the company behind Sprint’s 4G Evo and Google’s Nexus. Since entering with its own HTC branded phones only a half dozen years ago, it has been on a tear, with sales of its state-of-the-art smartphones growing exponentially and with an estimated revenue in 2012 of more than NT$600 billion. In 2011, it became the world’s third largest smartphone producer, ...