Globalization Experts Examine Success of New Multinational Powerhouses

Feb 27, 2013, 16:15 ET from Lauder Institute

New Book Details Shift in Economic Influence from the US and Europe to Emerging Multinational Players Poised to Seize Permanent Power

PHILADELPHIA, Feb. 27, 2013 /PRNewswire-USNewswire/ -- The Joseph H. Lauder Institute of Management & International Studies and the Wharton School at the University of Pennsylvania today announced the publication of Emerging Markets Rule; Growth Strategies of the New Global Giants.  The book's authors, Mauro F. Guillen, Wharton Professor and Director of the Lauder Institute, and Esteban Garcia-Canal of the University of Oviedo in Spain, examine the transferring of industrial power to Emerging Market Multinationals (EMMs) and the business strategies that got them there.  Asia and South America are now outpacing the competition, establishing superior market share in industries such as food production, personal computers, IT services, and building materials.


"Multinational corporations from places like Mexico, South Korea and India are redefining our global economy and are here to stay," says Guillen, Director of the Lauder Institute and co-author of the book.  "In less than a decade, these emerging markets have gone from being barely represented on the Forbes' Global 2000 list to firmly establishing themselves in the top 25 and beyond.  The strategies that got them to the top hold valuable lessons for those aiming to gain and hold power in our new global economy."

The authors outline the 'new rules' of this paradigm shift and explain with clear business cases how these strategies have achieved success, and how a leaner, operationalized approach is necessary for businesses to gain the competitive advantage in this new economy.

The book is published by McGraw Hill.  To obtain a review copy, please contact Allison Bozniak at (202) 340-2936 or The book is available for purchase online at

About the Authors

Mauro F. Guillen is the Director of the University of Pennsylvania's Joseph H. Lauder Institute of Management and International Studies, and Dr. Felix Zandman Professor of International Management at the Wharton School. He has written extensively about multinational firms, economic development, and the diffusion of innovations.

Esteban Garcia-Canal is a professor of Management and International Business at the University of Oviedo in Spain.  He is also President of the International Management Division of ACEDE and a member of the Institute of Business and Humanism at the University of Navarra.

About the Lauder Institute:

The University of Pennsylvania's Lauder Institute, founded in 1983, combines a world–renowned Wharton MBA with a Master's in International Studies. Advanced language and foreign culture training, a two-month in-country immersion program, and a Master's Thesis from the School of Arts & Sciences all prepare Lauder Fellows for the ever-evolving global economy. This year's offerings include the new Global Program for students who are already fluent in several languages. Graduates join the diverse, supportive and committed worldwide Lauder community – continuing a nearly 30-year tradition of international business leadership.  The Lauder Institute also offers an MA/JD joint degree. For more information, visit

About the Wharton School:

Founded in 1881 as the first collegiate business school, the Wharton School of the University of Pennsylvania is recognized globally for intellectual leadership and ongoing innovation across every major discipline of business education. With a broad global community and one of the most published business school faculties, Wharton creates ongoing economic and social value around the world. The School has 5,000 undergraduate, MBA, executive MBA, and doctoral students; more than 9,000 annual participants in executive education programs; and a powerful alumni network of 91,000 graduates.

About the University of Pennsylvania's School of Arts & Sciences:

The School of Arts & Sciences provides a foundation for the scholarly excellence that has established Penn as one of the world's leading research universities. The School enrolls 6500 undergraduates, admits approximately 250 students each year into its 32 doctoral programs, and offers a wide range of programs for lifelong learning. International studies are a vibrant enterprise at the School of Arts & Sciences. In addition to offering instruction in 50 languages, the school is home to an array of centers, programs and institutes dedicated to the study of world regions and contemporary global issues and conflicts.

Contacts: Allison Bozniak

Peter Winicov

SOURCE Lauder Institute