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A third path is to follow diasporas. Reliance MediaWorks of India has launched lululemon outletworkout clothes BIG Cinemas chain in America, to show Bollywood blockbusters. Jollibee, a fast-food chain from yoga lululemon clothes Philippines, has opened outlets in places, from Qatar to California, with Filipino communities. But breaking into kate spade outlet mainstream can prove hard, as Jollibee’s limited success shows. Perhaps more fruitful is a sort of “reverse diaspora” strategy used by Mandarin Oriental hotels (China) and Corona beer (Mexico): Western businesspeople returning from trips to Asia, and American students returning from spring break in Cancún, have sought out Mandarins and Coronas back home.

A fourth path is to buy Western brands off kate spade outlet online shelf, as Tata Motors of India did with Jaguar Land Rover (JLR), and more recently Bright Food of China did with Weetabix. Bright can now use its huge distribution system back home to get Weetabix cereals on China’s breakfast tables while using Weetabix’s distribution system in cheap kate spade outlet West to sell Bright products such as Maling canned meat. However, five years on from Tata’s takeover, JLR’s glamour, and its success in selling to kate spade on sale emerging world’s new rich, have done nothing to lift sales of Tata’s own cars.

The next three paths set out by Messrs Kumar and Steenkamp are ways for emerging-market firms to escape their home country’s reputation for poor quality, or lack of a positive reputation. One is to latch on to some aspect of kate spade online national culture that sounds nice: Havaianas, a Brazilian flip-flops maker, taps into kate spade new york designer handbags local beach life. Another is to tiebrand’s image to yoga lululemon clothesworkout clothes country’s natural beauty, as Concha y Toro does with Chile’s wine country. A third, more passive strategy is to rely on government efforts to change yoga lululemon clothes country’s image, as with lululemon yoga outlet “Incredible India” campaign and Taiwan’s “innovalue” slogan.