Deck 14: The Marketing Strategies of Emerging Market Mnes

Question 1

Emerging market multinationals such as Grupo Bimbo and JBS have gone on to become dominant global players. This is surprising given that such companies originate from environments which are characterized by:
(a) Weak government regulations and institutions
(b) Severe macroeconomic imbalances
(c) Political instability, corruption and a weak judiciary
(d) All of the above
(e) (a) and (c) only

Answer 1

D

Question 2

Identify and discuss three non-traditional advantages possessed by emerging market multinationals.

Answer 2

Not Answer

Question 3

Current research has demonstrated that the traditional view of emerging market multinationals as only being proficient at manufacturing cheap products is largely correct.

Answer 3

False

Question 4

What are emerging market multinationals? What obstacles to their growth and development have they had to overcome?

Question 5

According to the framework developed by Chattopadhyay, Batra and Ozsomer (2012) what are global brand builders? Provide one example of an emerging market multinational that would fit this category of firm.

Question 6

What is the Springboard perspective and why is it relevant to the study of emerging market multinationals?

Question 7

When competing in emerging markets developed country multinationals are well advised to learn from their competitors and customers in those markets.

Question 8

The internationalization of emerging market multinationals is best described by ___________.
(a) The Springboard perspective
(b) Dunning's OLI model
(c) Transaction cost economics
(d) The institutional voids hypothesis

Question 9

Emerging market economies are generally considered to be countries that are part way between __________ and ______________.
(a) Communist, free enterprise
(b) Socialist, developed
(c) Developing, developed
(d) Developing, free enterprise

Question 10

Emerging market multinationals which lever their existing low-cost structure and large-scale volume to extend their operations to developed country markets are termed:
(a) Knowledge leveragers
(b) Cost leaders
(c) Niche customizers
(d) Global brand builders

Question 11

Emerging market multinationals which use dynamic evolution to target consumers in emerging markets that are similar to their home countries are termed:
(a) Knowledge leveragers
(b) Cost leaders
(c) Niche customizers
(d) Global brand builders

Question 12

Mahindra and Mahindra is an Indian manufacturer of sport utility vehicles (SUVs). Its brand, the Scorpio, is recognized for its rugged design and construction and is marketed successfully in a number of emerging market countries. The company's success is due in part to:
(a) Strong demand in the West for luxury off-road vehicles
(b) Country of origin effects
(c) The company's experience operating in institutionally immature markets
(d) The company's experience in global branding

Question 13

Identify and discuss three strategies that may be used by developed country multinationals to address the threat posed by emerging market multinationals.

Question 14

Emerging market multinationals which utilize a marketing strategy that stresses the development of innovative technologies and products and the targeting of consumers in the more advanced countries are termed:
(a) Knowledge leveragers
(b) Cost leaders
(c) Niche customizers
(d) Global brand builders

Question 15

Which (if any) is a non-traditional competitive advantage possessed by emerging market multinationals?
(a) Frugal engineering
(b) Unique insights into consumer needs
(c) Ability to operate in hostile environments
(d) All of the above
(e) (a) and (c) only