Contents Chapter 1 Converting Nonusers to Users References Chapter 2 Creating Functional Fusion Adapting to Climate Considering Genetic Differences Overcoming Infrastructural Limitations Incorporating Local Essence Aligning to Regulatory Requirements Capital Markets and Banking in Emerging Markets References Chapter 3 Designing Cultural Fusion Incorporating Traditions Using Local Languages Considering Social Norms Respecting Faith Understanding Sensory Preferences References Chapter 4 Democratizing the Offer Reducing Economic Barriers to Purchase Overcoming Noneconomic Obstacles to Purchase Achieving Reverse Innovation Extending Product Value Developing Creative Financing References Chapter 5 Upscaling the Offer Adding or Changing Packaging Positioning Enhancing Services and Benefits Reversing the Brand Lifecycle Leveraging the Country of Origin References Chapter 6 Managing Reach Adapting to Traditional Channels Navigating Indigenous Channels Developing Channel Partnerships Building for Access Managing Channel Ownership References Chapter 7 Reinventing Reach Modernizing Retailing Setting Up E-Commerce Accessing Self-Service Technologies Enabling Payments Providing Financing References Chapter 8 Building Brand Identity Establishing Product Knowledge Identifying Sources of Communication Developing Appropriate Messaging Using Traditional Channels of Communication Leveraging New and Unconventional Media References Chapter 9 Engaging Stakeholders Educating Consumers and Markets Involving Communities and Leaders Engaging Employees Co-opting Suppliers Developing Partnerships with Public, Private, and Nonprofit Companies References Chapter 10 Connecting the Dots Overcoming Emerging Market Challenges The Way Forward References

Emerging markets offer the biggest growth opportunity in the history of capitalism.Breakout Marketing for Emerging Markets demonstrates how companies can succeed in these markets, unfazed by the ups and downs of the global economy. By observing how companies practice breakout marketing in ten emerging markets across the world and connecting their experiences to theoretical frameworks, this book traverses a creative path between theory and practice and introduces a new paradigm for marketing strategy. The insights gained from our global primary research are shaped by the authors' prior academic research, practical experiences from consulting, and numerous presentations to industry audiences all over the world. The authors' also draw on case writing and work experience in emerging markets, to offer an in-depth look at how and why companies succeed in emerging markets. This book contributes to marketing thought and practice by offering eight strategies for companies competing in emerging markets. This will be the first book to offer such a comprehensive, strategic marketing perspective tailored to emerging markets.

EMBA902