A new breed of multinationals from emerging markets is appearing in many sectors. Western firms are wrong to underestimate, as they normally do, the competitive threat from these companies. The discussion here emphasizes the non-traditional competitive advantages these companies use to win abroad and at home and reveals how these firms use internationalization to reinforce it although to manipulate competitive advantage.
The article closes with suggestions for Western managers should respond to the competitive threat from emerging market multinationals.
PUBLICATION DATE: May 15, 2012 PRODUCT #: BH475-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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