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

9Key Takeaways

A quick and casual reading might suggest that the cases and strategies we have described in this book are irrelevant to most businesses, since they deal with companies you probably haven’t heard about, building their businesses and brands in countries you don’t care about. But we think this would be a grave misreading of the lessons that can be learned from the analysis in this book. We believe the lessons from our cases have major implications not only for other EMNCs, and the TMNCs they are competing against, but for challenger businesses everywhere—everyone who is going up against stronger, better-resourced incumbent market leaders (which means almost every business).

We begin this concluding chapter with a summary of the four ...