Abstract
Over the past decade, many Asian companies have established branded products in several emerging markets (consumer electronics industry or domestic appliances for example). But nowadays, the next challenge is, for emerging market companies, to establish branded products in developed countries. Indeed, we can evoke the success of "Haier", China's biggest appliance manufacturers, which is notably selling refrigerators under is own name in the USA. "Haier" also opened a manufacturing plant in California which is a symbol of its success. Furthermore, brands such as the Chinese "Lenovo" (computing industry), "Keijan" (mobile phones), and "SVA" (consumer electronics industry) also went global successfully. In India, "Tata" also achieved its mark in developed countries (P. Gao, J. R. Woetzel, Y. Wu, Can Chinese brands make it abroad?, 2003 article). These success shows that selling branded products in occidental countries can be highly profitable. However, we will see that to achieve success in emerging markets' companies usually have a long way to go.
