新兴市场企业正着手打造全球品牌许多诞生于新兴市场的企业正努力将自己打造成全球品牌。它们不再满足于为西方企业代工,原因很简单,非品牌企业通常毛利率非常低,仅为3-8%,且它们还得时时刻刻为被更低价竞争对手取代而提心吊胆。品牌企业的毛利率则为15%或更高,且他们有更忠实的客户。但打造全球品牌是极其困难的。新兴市场企业必须与有限的预算和无限的偏见作斗争。消费者调查机构GfK发现, Emerging-market companies are embarking on a global brand Many emerging-market companies are struggling to shape themselves into global brands. They are no longer satisfied with OEMing Western businesses for the simple reason that non-brand companies typically have very low gross margins of only 3-8% and are constantly on the alert to be replaced by cheaper competitors. Brand companies have gross margins of 15% or more, and they have more loyal customers. But creating a global brand is extremely difficult. Emerging market players must fight limited budgets and limitless prejudices. Consumer research firm GfK found that,