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"Emerging Markets Rule: Growth Strategies of the New Global Giants" is written by Mauro Guillen and Esteban Garcia-Canal and published by McGraw-Hill. Guillen is a professor at the University of Pennsylvania, and Garcia-Canal is a professor at the University of Oviedo.

The authors of this book believe that emerging market multinationals are here to stay, whatever the economy does. Pointing to several examples, this book delves into how these firms have created a business model of their own. Among others, the authors cite Haier of China, Orascom of Egypt, and Bimbo of Mexico.

The authors summarize what they say is the secret of these companies' business models, in seven new axioms of global competitiveness. They suggest that businesses around the world can follow the following axioms in order to replicate the successful growth strategies of emerging market multinationals:

- Execute, strategize, and execute again
- Cater to the niches
- Scale to win
- Embrace chaos
- Acquire smart
- Expand with abandon
- No sacred cows!




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