UNC Kenan-Flagler Business School
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Brand Blowback: How Emerging Market Brands Will Go Global

Thursday, May 16, 2013, 4:15 – 5:15 p.m. EST

Featuring Dr. Jan-Benedict Steenkamp, Knox Massey Distinguished Professor of Marketing and Area Chair of Marketing at Kenan-Flagler Business School

Registration $35 (Free for current KFBS students, faculty, and staff). Register now!

Companies that hail from emerging markets, such as India, China, Brazil, and Russia face many obstacles when marketing to Western consumers. The countries from which they hail are often associated with poor quality or unsound environmental practices. They may not always have the marketing talent and leadership experience in place to build powerful global brands (as opposed to high quality products). And many don’t understand what Western consumers want or the kind of emotional relationship they have with the names they choose to buy.

As a result, the conventional wisdom has long been that emerging market companies may be great original equipment manufacturers (OEMs) but do not constitute a threat to existing Western powerhouses. Indeed, many CEOs, marketing practitioners and MBA students believe that a poor perception of products from these countries, combined with a lack of marketing experience, will doom such brands from becoming global players. But appearances are highly deceptive, if not outright wrong. Emerging world brands will one day become household names. Consider Japan in the 1980s or South Korea in the 2000s, both of which built global automobile and technology brands, much to the surprise of their competitors in Europe and the United States. Indeed, there is no country in history that has come to economic prominence that hasn’t also developed strong brands.

The question, then, is not if these companies will gain a global following, but when — and perhaps more important, how. This webinar - which is based on Kumar & Steenkamp’s forthcoming book: Brand Breakout: How Emerging Market Brands Will Go Global (Palgrave Macmillan, with special Chinese edition by CEIBS Publishing Group) – discusses eight “pathways” that emerging market companies can take to build their brands in developed markets. The webinar is important for two groups of managers. First, for (Western and non-Western) managers that work for emerging market companies. Second, for managers in Western companies who don’t yet see the threat their overseas competitors hold. By outlining the strategies these opponents might take, Steenkamp hopes these executives will better understand both what moves their competitors might make next, as well as what kind of potential exists for acquisition targets in emerging markets.

About the Presenter


Jan-Benedict E.M. Steenkamp researches global marketing; the effectiveness of marketing strategies such as branding, private labels and new products; interorganizational relationships; and marketing research techniques. Dr. Steenkamp is the author of Private Label Strategy: How to Meet the Store Brand Challenge with Nirmalya Kumar of London Business School (Harvard Business School Press, 2007). An award-winning researcher, he has written or edited five books, and over 100 scholarly publications.

Register at http://tinyurl.com/987pw5j

This program is part of the “Best Practices in International Business Education” webinar series presented by the UNC Center for International Business Education and Research (CIBER) and co-sponsored by North Carolina Department of Commerce, International Trade Division.