Brand Breakout How Emerging Market Brands Will Go Global

Nirmalya Kumar is professor of Marketing and co-director of Aditya Birla India Centre at London Business School. His research has been widely published in journals such as the Harvard Business Review and Journal of Marketing Research, and he has published six books.

Jan Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the Kenan-Flagler Business School at UNC. He has consulted companies like Procter & Gamble, Kraft, and Johnson & Johnson on branding and strategy, and he has written for the Harvard Business Review, The Wall Street Journal, and Financial Times, among others.

Introduction
1. From B2B to B2C
2. Travel the Japanese Route
3. Use the Diaspora as Beachhead
4. Acquire and Migrate
5. Build National Champions
6. Brand Natural Resources
7. Leverage Country of Origin for Global Advantage
Overcome the Country of Origin Disadvantage
Conclusion

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