Ranked #5 in INSEAD’s Top Ten Knowledge Articles for Q2 2009 This book examines the major contributing factors which catapulted KFC to the top of the Chinese

McDonald's restaurants are found in over 100 countries, serving tens of millions of people each day. What are the cultural implications of this phenomenal succe

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues.

Explores globalization, its opportunities for individual empowerment, its achievements at lifting millions out of poverty, and its drawbacks--environmental, soc