What is so special about this book?

What is so special about the book: The Emerging Giants: Lessons for global business?

Existing multinationals, and the people working in them now and in the future ((i.e. the international business manager) needs to develop awareness of the global landscape of their businesses. They are now facing serious competitive challenges from privately-controlled emerging multinationals. Yet, existing books in this area tend to focus on country studies, thematic or macro-studies, and are written in a more theoretical than practical style. This book is seen as an essential tool for these Western multinational readers, as well as emerging multinational practitioners attending the authors’ executive courses.

No significant book as yet has been written in this area with such a broad focus and such a practical slant on lessons for global business from emerging multinationals. Few of the existing books touch on the core of the book’s subject, as most of them look at specific nations or regions, such as the Chaebols or the Keiretsu (of Korea and Japan), and studies of China and India.

Few of these books have insights for the international business practitioner, and many of them are talking more about macro and national issues rather than micro and company issues, on a level which can impact on the strategies of individual companies. Other studies of multinationals in emerging markets are political and economic, descriptive and theoretical, or about just one aspect of the business such as financial performance or marketing.