Emerging nations, long seen as a source of low-cost services such as manufacturing and IT support, now are home to a new breed of multinational company. These new players, stepping forward from the background and building global brands, pose a new and serious threat to established multinational companies in North America, Europe, and Japan.

But how can companies with lower R&D budgets, less access to talent, little brand awareness, and a reputation for low quality keep the likes of General Electric Co. CEO Jeff Immelt up at night? And how do the established players counterattack? It’s all covered in a new book, The New Emerging Market Multinationals (McGraw-Hill, 2012), by marketing professor Rajeev Batra and INSEAD professor Amitava Chattopadhyay, with professor Aysegul Ozsomer of Koc University in Turkey.

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