Marketing Cases from Emerging Multinational Enterprises (eMNEs) National Brands Asserting Themselves on the Global Stage

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.

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).

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.