The purpose of this chapter is to set up the scene and prepare the reader for the issues that various chapters of the book address. It includes issues such as, the dynamics with which the environments in various emerging economies change as well as their implications for the functioning of firms originating from such contexts. The chapter also clarifies the new trends in the emerging economy firms’ internationalization, specifies the features of international marketing of such firms in relation to targeting customer at the bottom of the pyramid through value creation and co-creation among variety of other issues. It concludes with an overall perspective of the content of the book.
|Title of host publication||International Business and Emerging Economy Firms, Volume I : Universal Issues and Chinese Perspective|
|Number of pages||15|
|Publication date||23 Sep 2019|
|Publication status||Published - 23 Sep 2019|
|Series||Palgrave Studies of Internationalization in Emerging Markets|