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Challenger Brands in Emerging Markets $50 US*
The New Global Contenders
Many emerging market multi-nationals are category innovators, market disruptors and opportunistic acquirers of entrenched Western brands. They use frugal design, lean production, new technology, large cash coffers, and economies of scale from contract manufacturing and robust local markets to compete with slow moving and less agile incumbents. What challenges do they face and what strategies are t...
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