Springer Business Cases Marketing from Emerging Multinational Enterprises (eMNEs)

Globalization has changed the world economic picture and emerging markets have developed very fast. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands. 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.