9. International Expansion Strategies for Emerging Market Brands

What's the success formula of emerging-market multinationals? Our discussion is based on the award winning book 'The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands' Professor Ayşegül Özsomer Tunalı is one of the world's foremost thinkers on marketing and brand building. She has over 20 years of experience in research, consulting and teaching in the US and Turkey. She has many publications in global marketing journals and her papers received several awards, including the American Marketing Association Gerald E. Hills Best Paper Award in 2011, for the 10 year impact made to research entrepreneurial marketing.