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商品詳細
Marketing Cases from Emerging Multinational Enterprises (eMNEs) : National Brands Asserting Themselves on the Global Stage.
・ISBN 978-3-031-63393-5 hard EUR 229.99
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| 著者・編者 | Ahmed, Zafar U. / Genc, Omer F (eds.), |
|---|---|
| シリーズ | Springer Business Cases |
| 出版社 | (Springer, GW) |
| 出版年月 | 2024.10 |
| ページ数 | 435 pp. |
| 言語 | ENG |
| ニュース番号 | ＜730-361 730-396＞ |
解説
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.