Marketing Strategies of MNCs from Emerging Markets

Annotation

It is becoming increasingly apparent that emerging markets multinational corporations (EM-MNCs) are changing the landscape of the global economy. We believe that 2010s is going to be the decade of EM-MNCs however, oddly, research on EM-MNCs has lagged far behind the rapid increase in their international activities. Compared with the voluminous body of research on traditional Western MNCs, research on EM-MNCs is noticeably absent from writing in international business strategy and as a result our knowledge of EM-MNCs' international strategies is patchy and incomplete. Thus our goal for this e-book is to bring together some of the latest research on EM-MNCs marketing strategies to help fill the gaps in our knowledge.