Marketing cases from emerging multinational enterprises (emnes): national brands asserting themselves on the global stage
Éditeur :
Springer International Publishing AG
ISBN :
9783031633935
Date de publication :
24 déc. 2024
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
Globalization has changed the world economic picture and emerging markets have developed very fast. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands.