國立高雄大學圖資館 |

Language: English

Back

Marketing cases from emerging multinational enterprises (eMNEs)national brands asserting themselves on the global stage /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing cases from emerging multinational enterprises (eMNEs)edited by Zafar U. Ahmed, Omer F. Genc.
Reminder of title:	national brands asserting themselves on the global stage /
other author:	Ahmed, Zafar U.
Published:	Cham :Springer Nature Switzerland :2024.
Description:	viii, 435 p. :ill. (chiefly color), digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	International business enterprisesCase studies.Developing countries
Online resource:	https://doi.org/10.1007/978-3-031-63394-2
ISBN:	9783031633942$q(electronic bk.)

Marketing cases from emerging multinational enterprises (eMNEs)national brands asserting themselves on the global stage /
Marketing cases from emerging multinational enterprises (eMNEs)national brands asserting themselves on the global stage /[electronic resource] :edited by Zafar U. Ahmed, Omer F. Genc. - Cham :Springer Nature Switzerland :2024. - viii, 435 p. :ill. (chiefly color), digital ;24 cm. - Springer business cases,2662-544X. - Springer business cases..

Introduction 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)

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.

ISBN: 9783031633942$q(electronic bk.)

Standard No.: 10.1007/978-3-031-63394-2doiSubjects--Topical Terms:

986589
International business enterprises
--Developing countries--Case studies.

LC Class. No.: HD2755.5

Dewey Class. No.: 338.88

Marketing cases from emerging multinational enterprises (eMNEs)national brands asserting themselves on the global stage /
LDR:03095nmm a2200337 a 4500 001 673122
003 DE-He213
005 20241223115435.0
006 m d
007 cr nn 008maaau
008 250422s2024 sz s 0 eng d
020 $a 9783031633942$q(electronic bk.)
020 $a 9783031633935$q(paper)
024 7 $a 10.1007/978-3-031-63394-2 $2 doi
035 $a 978-3-031-63394-2
040 $a GP $c GP
041 0 $a eng
050 4 $a HD2755.5
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
082 0 4 $a 338.88 $2 23
090 $a HD2755.5 $b .M345 2024
245 0 0 $a Marketing cases from emerging multinational enterprises (eMNEs) $h [electronic resource] : $b national brands asserting themselves on the global stage / $c edited by Zafar U. Ahmed, Omer F. Genc.
260 $a Cham : $b Springer Nature Switzerland : $b Imprint: Springer, $c 2024.
300 $a viii, 435 p. : $b ill. (chiefly color), digital ; $c 24 cm.
490 1 $a Springer business cases, $x 2662-544X
505 0 $a Introduction 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 $a 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.
650 0 $a International business enterprises $z Developing countries $v Case studies. $3 986589
650 0 $a International business enterprises $x Marketing $v Case studies. $3 986590
650 1 4 $a Marketing. $3 182957
650 2 4 $a Emerging Markets and Globalization. $3 918807
700 1 $a Ahmed, Zafar U. $3 986587
700 1 $a Genc, Omer F. $3 986588
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
830 0 $a Springer business cases. $3 943980
856 4 0 $u https://doi.org/10.1007/978-3-031-63394-2
950 $a Business and Management (SpringerNature-41169)