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Conclusion

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

Abstract

Perceptions, even of astute observers, are driven by what currently exists and straight-line projections of this. This is often sold by the business consulting industry as best practice. It is much harder to see turning points, especially those that differ radically from the trajectory in place. While China has been manufacturing for the world over the past three decades, the world will manufacture for China over the next three. Over this time, Chinese firms will have moved on to multinational operations and global brands. In other words, despite the many obstacles to building global brands from emerging markets, we have tried to demonstrate that by, using the eight routes in this book, some Chinese and other emerging market firms will find ways to overcome them.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "Conclusion," Palgrave Macmillan Books, in: Brand Breakout, pages 215-217, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_10
    DOI: 10.1057/9781137276629_10
    as

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