The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

8Managing a Global or Regional Brand

As EMNCs move beyond the Knowledge Leverager strategy and execute on the Niche Customizer or Global Brand Builder strategies, expanding over multiple markets, they will likely use their own home-market brands, develop local brands, or acquire new brands. The challenge of managing all these brands across multiple markets then becomes a critical one. How does an organization manage them all in a decentralized enough way to keep these brands relevant and appealing to each individual local market, while still enabling the global centralization that permits economies of scale and the creation of a global (or regional) brand to occur? What kind of organizational structure and processes—and what kinds of people and ...