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Marketing Cases from Emerging Multinational Enterprises (Emnes): National Brands Asserting Themselves on the Global Stage
Hardcover
Series: Springer Business Cases
ISBN13: 9783031633935
Publisher: Springer
Published: Dec 24 2024
Pages: 435
Weight: 1.75
Height: 1.00 Width: 6.14 Depth: 9.21
Language: English
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.
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