Multinational Management

A Casebook on Asia’s Global Market Leaders

  • Rien T. Segers

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Rien T. Segers
    Pages 1-10
  3. China

  4. India

  5. Japan

  6. South Korea

    1. Front Matter
      Pages 237-237
    2. Manuel Schlothauer, Denise Wilhaus
      Pages 239-254
  7. Vietnam

    1. Front Matter
      Pages 255-255
  8. Underlying strategies and success factors of emerging Asian multinationals

    1. Front Matter
      Pages 273-273
    2. Mariusz Soltanifar
      Pages 275-299
    3. Diederich Bakker
      Pages 311-328
  9. Conclusion

    1. Front Matter
      Pages 329-329
    2. Rien T. Segers, Filip Vedder
      Pages 331-363

About this book


This casebook demonstrates that the future of global business lies in how well the multinational landscape is charted and how the importance of Asian market leaders is deeply embedded in it. It offers international management students and researchers an extensive guide to the business history, strategy development, and foreign market entry modes used by emerging Asian multinationals. The cases focus on well-known companies such as Lenovo, Alibaba, Infosys, Huawei, Panasonic, and Rakuten. These companies, all of which generate huge revenues in their own countries (e.g. in China, India, South Korea, Taiwan, Vietnam), are now becoming increasingly sophisticated and striving to become global brands, while also enjoying the active support of their governments in terms of their international business.

Readers will learn about the current multinational landscape in Asia, the management challenges, and the future implications for traditional western companies seeking to retain their market share. Chapters on corporate entrepreneurship, human resource management and intercultural competence, and current branding trends in Asia will provide a cutting-edge update on international business strategy for students and practitioners alike.


Alibaba Asian business Corporate entrepreneurship Dr. Reddy's Infosys Intercultural management International branding International business Lenovo Multinational strategy

Editors and affiliations

  • Rien T. Segers
    • 1
  1. 1.Hanze UniversityHarenThe Netherlands

Bibliographic information