Overview

This volume of Advances in International Marketing is focused on the global marketing strategies of emerging market firms. With their increasing role in international trade, emerging market firms' face a large number of complex challenges when expanding into global markets. The topics addressed include various issues associated with emerging market firms' global marketing strategies and internationalization such as entry mode, foreign acquisitions, relationship building, branding, international venturing and entrepreneurship, researching customers, and institutions. The book aims to both test existing theories as well as developing new ones in order to make sense of the vast array of issues. Collectively, this book sheds significant light on how emerging market firms deal with the challenges that they face and offers key insights into an increasingly important phenomenon in international marketing, namely the expansion of emerging market firms in global markets.

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9781787140950

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