Emerging Global Brands

Becoming a global brand is exceptionally difficult. Emerging-market firms struggle with limited budgets and unlimited prejudice. Last year, GfK, a consumer-research company, found that only one-third of Americans were willing even to consider buying an Indian or Chinese car. However, the Chinese telecoms giant Huawei has just overtaken Sweden’s Ericsson to become the largest telecoms equipment manufacturer. It follows Haier, which is already the leading global white goods maker with Lenovo challenging Hewlett-Packard to be world’s biggest PC producer. Emerging-market firms ...