Overview
- Provides marketing cases from emerging multinational enterprises (eMNEs)
- Explores the ways in which eMNEs work to become competitive global brands
- Features case studies from industries such as airlines, banking, automotive, and information technology
Part of the book series: Springer Business Cases (SPBC)
Buy print copy
Tax calculation will be finalised at checkout
About this 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.
Keywords
- Emerging multinational enterprises (eMNEs)
- Building global brands
- Global brand competitive advantage
- Internationalization strategy
- Turkish Airlines
Editors and Affiliations
About the editors
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.
Bibliographic Information
Book Title: Marketing Cases from Emerging Multinational Enterprises (eMNEs)
Book Subtitle: National Brands Asserting Themselves on the Global Stage
Editors: Zafar U. Ahmed, Omer F Genc
Series Title: Springer Business Cases
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024
Hardcover ISBN: 978-3-031-63393-5Due: 06 December 2024
Softcover ISBN: 978-3-031-63396-6Due: 06 December 2025
eBook ISBN: 978-3-031-63394-2Due: 06 December 2024
Series ISSN: 2662-5431
Series E-ISSN: 2662-544X
Edition Number: 1
Number of Pages: IX, 435
Number of Illustrations: 6 b/w illustrations, 126 illustrations in colour