F.ZEYNEP BILGIN is Professor of Marketing at Marmara University, Turkey. VEN SRIRAM is Professor of Marketing at the Merrick School of Business at the University of Baltimore, USA. GERHARD A. WHRER is chaired Professor and Head of the Department of Marketing at the Johannes Kepler University Linz, Austria.

'This book, compiled by the international team of experts, is a welcome addition to the emerging markets literature. What differentiates this book from others is that the authors tale a case-based, yet theory-based, research in exploring managerial thought and practices in transition, and offers a state-of-the-art analysis on various stakeholders of the market capitalism in emerging economies around the world. It is a must reading for academics and policymakers in this line of work.' - Maasaki Kotabe, The Washburn Chair Professor of International Business and Marketing, Temple University, Pennsylvania, USA. 'Many books and articles have been written about globalization and how firms can take advantage of the global markets. Few books have sought to address the practical issues of how firms from emerging markets can become successful in tapping into market potentials of advanced markets. This book combines theories and practices with many real world applications. As such, both academic researchers and practitioners should find this book a valuable resource.' - Paul Chao, Professor and Head of Department of Marketing, Eastern Michigan University, U.S.A.

• Preface Notes on the Contributors Introduction: Understanding Emerging Markets PART I: WHY EMERGING MARKETS? World Trade Trends A General Look at Emerging Markets PART II: VIEWS ON EMERGING MARKETS: MANAGEMENT THINKING IN TRANSITION Market Orientation from a Hungarian Perspective; J.Berács Leadership in Central and Eastern European Countries; M.Reichl, G.A.Wührer & V.Sriram Market Entry Strategy of a Slovenian Jewelry Producer; V.Bobek PART III VIEWS ON EMERGING MARKETS: MANAGEMENT IN PRACTICE Give a 'FILIP' to Your Marketing Programme; R.Chhibba Export Success: Lessons from Award-Winning Pakistani Firms; F.Arif & I.Amir Ge rdau: Multinational Steel Giant from Brazil; R.M.Moore China Business: A Relationship-Based Market-Entry Approach; H.Chiu & G.A.Wührer The Attractiveness of the Azerbaijan Market: The Case of Betek Dilek; Z.Nayir & F.Z.Bilgin Expansion to International Markets by use of Product and Trade Name Franchising: The Case of Kompen; Ç.Ünüsan Best Practices in Emerging Markets: Examples from the US Hotel Industry; M.A.Anikeeff International Market Entry and Expansion Strategies of Anadolu Efes A.S.; I.Eren-Erdogmus, H.Tasdemir-Çaloglu & M.Bodur Ashanti: Saving an African Mining Giant; M.H. Warsame & F.Manu From Obligation to Opportunity: A Case Study of Tasty Bite; A.Vasudevan, M.Vasudevan & K.Kilachand PART IV LESSONS LEARNED From Classical to Neoglobal Perspectives The Organization The Markets The People The Operations Concluding Thoughts Appendix Methodology for Networks: A Meta Analysis Bibliography Index

F.ZEYNEP BILGIN is Professor of Marketing at Marmara University, Turkey. VEN SRIRAM is Professor of Marketing at the Merrick School of Business at the University of Baltimore, USA. GERHARD A. WHRER is chaired Professor and Head of the Department of Marketing at the Johannes Kepler University Linz, Austria.

'This book, compiled by the international team of experts, is a welcome addition to the emerging markets literature. What differentiates this book from others is that the authors tale a case-based, yet theory-based, research in exploring managerial thought and practices in transition, and offers a state-of-the-art analysis on various stakeholders of the market capitalism in emerging economies around the world. It is a must reading for academics and policymakers in this line of work.' - Maasaki Kotabe, The Washburn Chair Professor of International Business and Marketing, Temple University, Pennsylvania, USA. 'Many books and articles have been written about globalization and how firms can take advantage of the global markets. Few books have sought to address the practical issues of how firms from emerging markets can become successful in tapping into market potentials of advanced markets. This book combines theories and practices with many real world applications. As such, both academic researchers and practitioners should find this book a valuable resource.' - Paul Chao, Professor and Head of Department of Marketing, Eastern Michigan University, U.S.A.

• Preface Notes on the Contributors Introduction: Understanding Emerging Markets PART I: WHY EMERGING MARKETS? World Trade Trends A General Look at Emerging Markets PART II: VIEWS ON EMERGING MARKETS: MANAGEMENT THINKING IN TRANSITION Market Orientation from a Hungarian Perspective; J.Berács Leadership in Central and Eastern European Countries; M.Reichl, G.A.Wührer & V.Sriram Market Entry Strategy of a Slovenian Jewelry Producer; V.Bobek PART III VIEWS ON EMERGING MARKETS: MANAGEMENT IN PRACTICE Give a 'FILIP' to Your Marketing Programme; R.Chhibba Export Success: Lessons from Award-Winning Pakistani Firms; F.Arif & I.Amir Ge rdau: Multinational Steel Giant from Brazil; R.M.Moore China Business: A Relationship-Based Market-Entry Approach; H.Chiu & G.A.Wührer The Attractiveness of the Azerbaijan Market: The Case of Betek Dilek; Z.Nayir & F.Z.Bilgin Expansion to International Markets by use of Product and Trade Name Franchising: The Case of Kompen; Ç.Ünüsan Best Practices in Emerging Markets: Examples from the US Hotel Industry; M.A.Anikeeff International Market Entry and Expansion Strategies of Anadolu Efes A.S.; I.Eren-Erdogmus, H.Tasdemir-Çaloglu & M.Bodur Ashanti: Saving an African Mining Giant; M.H. Warsame & F.Manu From Obligation to Opportunity: A Case Study of Tasty Bite; A.Vasudevan, M.Vasudevan & K.Kilachand PART IV LESSONS LEARNED From Classical to Neoglobal Perspectives The Organization The Markets The People The Operations Concluding Thoughts Appendix Methodology for Networks: A Meta Analysis Bibliography Index