03761nam a22004575i 4500001001800000003000900018005001700027007001500044008004100059020001800100024003500118050001800153072001600171072002300187072001500210245019400225250001800419264006900437300006800506336002600574337002600600338003600626347002400662490004000686505136500726520061002091650001502701650004002716650001902756650001502775650004002790700007702830700014202907710003403049773002603083776003603109776003603145776003603181830004003217856004603257978-3-031-63394-2DE-He21320251030114634.0cr nn 008mamaa241223s2024    sz |    s    |||| 0|eng d  a97830316339427 a10.1007/978-3-031-63394-22doi 4aHF5410-5417.5 7aKJS2bicssc 7aBUS0430002bisacsh 7aKJS2thema10aMarketing Cases from Emerging Multinational Enterprises (eMNEs)h[electronic resource] :bNational Brands Asserting Themselves on the Global Stage /cedited by Zafar U. Ahmed, Omer F. Genc.  a1st ed. 2024. 1aCham :bSpringer Nature Switzerland :bImprint: Springer,c2024.  aVIII, 435 p. 132 illus., 126 illus. in color.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda1 aSpringer Business Cases,x2662-544X0 aIntroduction 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).  aGlobalization 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. 0aMarketing. 0aInternational economic integration. 0aGlobalization.14aMarketing.24aEmerging Markets and Globalization.1 aAhmed, Zafar U.eeditor.4edt4http://id.loc.gov/vocabulary/relators/edt1 aGenc, Omer F.eeditor.0(orcid)0000-0001-7747-10951https://orcid.org/0000-0001-7747-10954edt4http://id.loc.gov/vocabulary/relators/edt2 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978303163393508iPrinted edition:z978303163395908iPrinted edition:z9783031633966 0aSpringer Business Cases,x2662-544X40uhttps://doi.org/10.1007/978-3-031-63394-2