Emerald Emerging Markets Case Studies (EEMCS) is an online collection of peer-reviewed case studies focusing on business decision making and management development throughout key global emerging markets. Cases are written by case writers working in or closely with developing economies, offering local perspectives with global appeal.
EEMCS addresses the increasing demand from business educators and practitioners for quality-controlled teaching cases focusing on global emerging markets. This growing collection of over 340 case studies also benefits from regular updates throughout the year.
Teaching cases can be used in classroom situations to stimulate learning and add practical knowledge. To support this, every case is accompanied with complementary teaching notes compiled by the author.
Emerald Emerging Markets Case Studies:
A one-off purchase is available for online access to a fixed collection of 150 peer-reviewed teaching cases published in 2011.
Volume 2 provides permanent access to all 100 cases published in 2012 via a one-off purchase.
This case was written by Dr Melodena Stephens Balakrishnan and Dr Ian Michael. It is based on Abraaj Capital Ltd and is made available courtesy of the Academy of International Business MENA Chapter, of which Dr. Stephens is the founder. Abraaj Capital is one of the world's largest private equity groups headquartered in Dubai and has $6.6 billion of funds and stakes.
Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned.
He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales.
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