Marketing Cases from Emerging Multinational Enterprises (eMNEs) : National Brands Asserting Themselves on the Global Stage / edited by Zafar U. Ahmed, Omer F. Genc

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Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Springer Business CasesVerlag: Cham : Springer Nature Switzerland, 2024Verlag: Cham : Imprint: Springer, 2024Beschreibung: 1 Online-Ressource (VIII, 435 p. 132 illus., 126 illus. in color.)ISBN:

9783031633942

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Genre/Form:

658.8 23

DOI: DOI: 10.1007/978-3-031-63394-2Online-Ressourcen:

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Zusammenfassung: 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).Zusammenfassung: 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.PPN: PPN: 1913347311Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM

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