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Marketing cases from emerging multinational enterprises (eMNEs): national brands asserting themselves on the global stage

Contributor(s): Material type: TextTextSeries: Springer Business CasesPublication details: Springer Switzerland 2024Description: viii, 435 pISBN:
  • 9783031633935
Subject(s): DDC classification:
  • 658.827 AHM
Summary: Globalization has changed the world economic picture and emerging markets have developed very fast. Several multinational companies from emerging markets came to world arena and compete with big multinationals from developed countries. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands. It explores eMNEs from industries such as airlines, banking, food distribution, automotive, and information technology. These cases are useful to researchers, scholars, students and practitioners interested in eMNEs, branding and emerging markets. (https://link.springer.com/book/10.1007/978-3-031-63394-2)
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Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Indian Institute of Management LRC General Stacks Marketing 658.827 AHM (Browse shelf(Opens below)) 1 Available 008793

Globalization has changed the world economic picture and emerging markets have developed very fast. Several multinational companies from emerging markets came to world arena and compete with big multinationals from developed countries. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands. It explores eMNEs from industries such as airlines, banking, food distribution, automotive, and information technology. These cases are useful to researchers, scholars, students and practitioners interested in eMNEs, branding and emerging markets.

(https://link.springer.com/book/10.1007/978-3-031-63394-2)

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