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Title: The rise of emerging market multinationals and its impact on marketing
Authors: Fan, Y
Keywords: Emerging market multinationals, MNEs, globalisation, marketing, BRIC, China
Issue Date: 2008
Publisher: Emerald
Citation: Marketing Intelligence &Planning
Abstract: The purpose of this paper is to review and discuss the rise of emerging market multinationals (EMMs), with a special focus on its impact on marketing. Emerging market countries not only have millions newly affluent consumers and are also the home of a new generation of multinational companies. The rise of EMMs challenges the extant thinking in strategy and marketing, and creates both threats and opportunities for western firms. With unique character and behaviour, EMMs are different from both developed countries multinationals and Japanese and Korean firms. It is imperative to study EMMs in order to win the new competition.
ISSN: 0263-4503
Appears in Collections:Marketing
Brunel Business School Research Papers

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