Emerging market multinationals reshaping the business landscape

A number of indicators point to the astonishing rise of emerging market multinationals (eMNCs) in the world economy. In the past, eMNCs have competed as low-cost alternatives to their G-7 counterparts. To accomplish this, they focussed on driving efficiency and productivity across supply chains and building brand recognition in their home countries at the expense of branding on a global scale. This trend begins to change. Indeed, the data shows that eMNCs make clear headway in global branding, becoming serious competitors to their better known and well-established advanced economy counterparts. In this article, we use company data from different public sources: the Fortune Global 500 ranking, Standard & Poor's Capital IQ and the Financial Times' fDImarkets and for the price comparison for different ecommerce platforms. The findings show that eMNCs have prioritised revenue growth over profits and are starting to position themselves as brand leaders while still competing on price.