Springer Business Cases: National Brands Asserting Themselves on the Global Stage

Ahmed, Zafar U.; Genc, Omer F.

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.

Details

Published by: Springer

Publication Date: 2025-12-24

Format: Paperback

ISBN-13: 9783031633966

DOI: 10.1007/978-3-031-63394-2

Dimensions: 235cm x155cm

Pages: 435