Introduction: Role of Emerging Markets in Global Economy

The phenomenon of globalization has reshaped the world economic landscape, with developing countries emerging as pivotal players challenging the dominance of developed economies. This monograph focuses on emerging markets in terms of their multinational enterprises asserting themselves with their global brands on the global stage. This monograph delves into the strategic nuances of emerging multinational enterprises (eMNEs), emphasizing their unique characteristics and the transformative impact of their global brands. It explores seminal cases from diverse emerging markets, offering insights into their strategies, challenges, and contributions to the global marketplace. The transformation of these eMNEs from local players to global players is analyzed in the cases as well as the stories behind the evolution of their global brands. Ultimately, the monograph serves as a testament to the transformative potential of emerging markets and their eMNEs.