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A brilliant analysis of how the multinationals from emerging markets are succeeding globally. It is conceptually solid and a joy to read!

---- Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University and Author, Chindia Rising

Rajeev Batra

Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan. He has researched, taught, and consulted on global branding, emerging markets, and marketing topics for 30 years.

Amitava Chattopadhyay

Amitava Chattopadhyay is the INSEAD Chaired Professor of Marketing & Innovation at INSEAD. He has served as a branding consultant for firms in the Americas, Asia, Africa, and Europe.


Aysegül Özsomer Tunali

Aysegul Ozsomer is an associate professor of marketing at Koç University, Istanbul, Turkey. Her research focuses on standardization-adaptation issues and performance implications, market orientation, and global brand management.