Marketing Cases from Emerging Multinational Enterprises (eMNEs)
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Home > Business and Economics > Business and Management > Sales and marketing > Marketing Cases from Emerging Multinational Enterprises (eMNEs): National Brands Asserting Themselves on the Global Stage(Springer Business Cases)
Marketing Cases from Emerging Multinational Enterprises (eMNEs): National Brands Asserting Themselves on the Global Stage(Springer Business Cases)

Marketing Cases from Emerging Multinational Enterprises (eMNEs): National Brands Asserting Themselves on the Global Stage(Springer Business Cases)


     0     
5
4
3
2
1



International Edition


X
About the Book

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.

Table of Contents:
Introduction Role of Emerging Markets in Global Economy.- The Resurgence of the Air India Brand under Tata Group's Leadership Revitalizing Legacy Skies.- South African Airways Hope for a Brighter Future.- The Case of Turkish Airlines Rise of a Global Brand.- Qatar Airways Building a Global Brand by Providing a Memorable Experience.- What Happened to Thai Airways Revamping its Battered Global Brand.- Vietnam Airlines Revamping its Global Brand.- How AirAsia is Building its Brand on the Global Stage.- Thai Airways Augmenting a Global Brand.- Vietnamese Car (Vinfast) Building a Global Brand.- Lulu (UAE)Building a Global Brand.- Sohar University (Oman)Building a Knowledge Nation and a Global Brand.- University Malaysia Pahang Sultan Al Idris Building a Global Brand.- The Vietnam Cacao Brand Odyssey.- Wipro Striving to Become a Global Brand.- Proton Malaysia Building a Global Brand.- Dilmah Tea (Sri Lanka) Building a Global Brand.- Telin An Indonesia Multinational Challenging the World.- Ocean Basket (South Africa) Affordable Delicious Seafood Every Day for the Global Market.- From Local Roots to Global Heights Strategic Blueprint of Habib Bank Limited (HBL).- Zanzibar State Trading Corporation Building a Global Brand for Clove and Essential Oils.- Conclusion Lessons from Emerging Markets Multinational Enterprises (eMNEs).

About the Author :
Omer F Genc is an Associate Professor in the Department Management and Marketing of Williamson College of Business Administration at Youngstown State University (YSU), Yorktown, OH, USA. Before joining YSU, he worked at Abdullah Gul University in Turkey, Minnesota State University, Mankato and Temple University. Dr. Genc’s current research interests include cross-border mergers and acquisitions (M&As), competitiveness of companies, internationalization of small and medium-sized enterprises (SMEs), corporate governance, innovation and relationship marketing. Dr. Genc has published several papers in peer-reviewed journals and presented his work at several conferences. Zafar U. Ahmed is the Founder, President and CEO of the Academy for Global Business Advancement (AGBA), Washington, D.C., USA; Founder and Editor-in-Chief of the Journal for Global Business Advancement; and Founder and Editor-in-Chief of the Journal for International Business and Entrepreneurship Development. He is the co-author/co-editor of over 10 monographs and books, has co-edited 17 refereed conference proceedings of international conferences, has chaired 17 global conferences around the world, serves on the editorial boards of over 10 international journals, and has guest edited special issues of 10 international journals.


Best Sellers


Product Details
  • ISBN-13: 9783031633935
  • Publisher: Springer International Publishing AG
  • Publisher Imprint: Springer International Publishing AG
  • Height: 235 mm
  • No of Pages: 435
  • Returnable: Y
  • Sub Title: National Brands Asserting Themselves on the Global Stage
  • ISBN-10: 3031633938
  • Publisher Date: 24 Dec 2024
  • Binding: Hardback
  • Language: English
  • Returnable: Y
  • Series Title: Springer Business Cases
  • Width: 155 mm


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Marketing Cases from Emerging Multinational Enterprises (eMNEs): National Brands Asserting Themselves on the Global Stage(Springer Business Cases)
Springer International Publishing AG -
Marketing Cases from Emerging Multinational Enterprises (eMNEs): National Brands Asserting Themselves on the Global Stage(Springer Business Cases)
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

Marketing Cases from Emerging Multinational Enterprises (eMNEs): National Brands Asserting Themselves on the Global Stage(Springer Business Cases)

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    Fresh on the Shelf


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!