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020 _a9783031633942
_9978-3-031-63394-2
024 7 _a10.1007/978-3-031-63394-2
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
_2bisacsh
072 7 _aKJS
_2thema
245 1 0 _aMarketing 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.
250 _a1st ed. 2024.
264 1 _aCham :
_bSpringer Nature Switzerland :
_bImprint: Springer,
_c2024.
300 _aVIII, 435 p. 132 illus., 126 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringer Business Cases,
_x2662-544X
505 0 _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).
520 _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.
650 0 _aMarketing.
_9521
650 0 _aInternational economic integration.
_968992
650 0 _aGlobalization.
_958818
650 1 4 _aMarketing.
_9521
650 2 4 _aEmerging Markets and Globalization.
_968993
700 1 _aAhmed, Zafar U.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
_989396
700 1 _aGenc, Omer F.
_eeditor.
_0(orcid)0000-0001-7747-1095
_1https://orcid.org/0000-0001-7747-1095
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
_989397
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783031633935
776 0 8 _iPrinted edition:
_z9783031633959
776 0 8 _iPrinted edition:
_z9783031633966
830 0 _aSpringer Business Cases,
_x2662-544X
_970723
856 4 0 _uhttps://doi.org/10.1007/978-3-031-63394-2
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