International Business and Emerging Economy Firms: Present Characteristics and Future Trends

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review


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.
Original languageEnglish
Title of host publicationInternational Business and Emerging Economy Firms, Volume I : Universal Issues and Chinese Perspective
Number of pages15
PublisherPalgrave Macmillan
Publication date23 Sep 2019
ISBN (Print)978-3-030-24481-1
ISBN (Electronic)978-3-030-24482-8
Publication statusPublished - 23 Sep 2019
SeriesPalgrave Studies of Internationalization in Emerging Markets


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