TY  - BOOK
AU  - Kumar, Nirmalya
AU  - Steenkamp, Jan-Benedict E. M.
TI  - Brand Breakout: How Emerging Market Brands Will Go Global
SN  - 9781137467591
U1  - 658.827 
PY  - 2015///
CY  - Hampshire
PB  - Palgrave Macmillan
KW  - Branding - Marketing
KW  - Brand Name Products - Developing Countries
N1  - 1. The Asian Tortoise Route: Migrating to Higher Quality and Brand Premium
2. The Business to Consumer Route: Leveraging B2B Strengths in B2C Markets
3. The Diaspora Route: Following Emigrants into the World
4. The Brand Acquisition Route: Buying Global Brands from Western Multinationals
5. The Positive Campaign Route: Overcoming Negative Country-of-Origin Associations
6. The Cultural Resources Route: Positioning on Positive Cultural Myths
7. The Natural Resources Route: Branding Commodities in Four Steps
8. The National Champions Route: Leveraging Strong Support from the State
ER  -