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

全球化改變了世界經濟的格局，新興市場發展迅速。幾家來自新興市場的跨國公司進入了全球舞台，與來自發達國家的大型跨國公司競爭。本書探討了新興跨國企業（eMNEs）如何努力成為具有競爭力的全球品牌。它分析了航空、銀行、食品分配、汽車和資訊科技等行業的eMNEs。這些案例對於對eMNEs、品牌和新興市場感興趣的研究人員、學者、學生和實務工作者都具有參考價值。

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.

Omer F Genc 是美國俄亥俄州楊茲敦州立大學（YSU）威廉森商學院管理與行銷系的副教授。在加入 YSU 之前，他曾在土耳其的阿卜杜拉·古爾大學、明尼蘇達州立大學曼卡托分校和天普大學工作。Genc 博士目前的研究興趣包括跨境併購（M&As）、企業競爭力、中小企業（SMEs）的國際化、公司治理、創新和關係行銷。Genc 博士已在多本同行評審的期刊上發表多篇論文，並在多個會議上展示他的研究成果。

Zafar U. Ahmed 是位於美國華盛頓特區的全球商業推進學院（AGBA）的創始人、總裁兼首席執行官；全球商業推進期刊的創始人及主編；以及國際商業與創業發展期刊的創始人及主編。他是超過 10 本專著和書籍的共同作者/共同編輯，並共同編輯了 17 本國際會議的審查會議論文集，主持過 17 場全球會議，擔任超過 10 本國際期刊的編輯委員會成員，並擔任 10 本國際期刊的特刊客編。