Nirmalya Kumar Quotes
Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do not have the marketing capabilities or budgets to build powerful global brands.
Topics
Budgets, Budgeting
Cultural Differences
Environmentalists, Environmentalism
Financial Resources
Advertising Strategies
Brand Building
Brand Perception
Environmental Concerns
Environmental Impact
Global Branding
Global Reach
Language Barriers
Marketing Challenges
Product Quality
Quality Issues
Citations
Kumar, Nirmalya, and Jan-Benedict E. M. Steenkamp. Brand Breakout: How Emerging Market Brands Will Go Global. Palgrave Macmillan, 2013.
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Nirmalya Kumar is professor of marketing at Singapore Management University and a distinguished fellow at INSEAD Emerging Markets Institute. He has served on the Boards of ACC Limited, Ambuja Cements, Bata India, BP Ergo, Defaqto, Tata Capital, Tata Chemicals, Tata Industries, Tata Limited (UK), Tata Unistore, Ultratech, and Zensar Technologies.