Global Brand Building from Emerging Countries: the Importance of Diasporas

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Global Brand Building from Emerging Countries: the Importance of Diasporas
Anneke Zwart, Moderator
Many companies in emerging market countries have tried to successfully create brands in the developed countries’ markets, but only few have succeeded (Lenovo, Tata and Natura are examples).
Kumar and Steenkamp (2013) have studied some emerging market companies that built global brands successfully. They found the key success factor is targeting the right and receptive diasporas (Editor: ~a large group of people with a similar heritage or homeland who have since moved out to places all over the world) and use them for revenue increases and brand recognition before launching the brands to the mainstream.
But how to find the right diasporas? First of all it is the culture of a certain person that shapes identity. When immigrating, identity will be modified whether consciously or not. There will be changes in perceptions, living, norms and values, but also in language and buying behavior.
The problem is that social scientists usually think of the acculturation proce...


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