Spurred by mounting environmental concerns and government incentives, the global New Energy Vehicle (NEV）market has witnessed exponential growth in recent years. Chinese companies are swiftly entering this arena, challenging the established dominance of conventional automakers. Among these, BYD has emerged as a particularly noteworthy case, rapidly ascending to become the world’s top NEV manufacturer. With its expansion into over 70 countries, BYD offers a compelling case study in internationalization. This paper examines the distinctive aspects of BYD’s internationalization strategies that set it apart from earlier Chinese multinationals like Haier, Lenovo, and Goldwind. By analyzing data from 58 markets where BYD operates, this study aims to provide a thorough analysis of the key drivers behind its unique approach.

Existing internationalization theoretical frameworks, including the OLI paradigm, LLL framework, and Uppsala model, fall short in fully capturing the unique dynamics of BYD’s global expansion. Through the lens of these established frameworks, this study seeks to identify the specific aspects of BYD’s internationalization pattern that diverge from traditional models. It introduces the concept of Third-wave Emerging-Market MNEs（multinational enterprises）, proposing an alternative model for firms that develop in-house technological advantages and accelerate market entry across multiple regions simultaneously.

This research contributes to the expanding literature on internationalization by offering insights into the strategies and dynamics of this new wave of emerging-market firms making their mark on the global stage. The findings hold substantial implications for both academics aiming to understand the evolving nature of international business and practitioners navigating the complexities of global market expansion.

The purpose of this study is to clarify the effectiveness of the mass customization strategy and the organizational capability to implement the strategy as the success factors driving the catch-up and growth of CATL, a latecomer to the EV technology transition. Through the case study, we found that the growth factors of CATL, a latecomer battery company in China, during the technological transition to EVs were the pursuit of economies of scale through mass production, the ability to customize to meet the customer’s needs, the productivity improvement through R&D and digitalization that supported this, and the establishment of an efficient supply chain. It is the conclusion and implication of this study that the MC strategy is organically supported by the establishment of a production system that can improve research and development capabilities and productivity, timely investment and production expansion, and a supply chain based on vertical integration.

As digital content continues to globalize, online games have emerged as a key industry, driving the rapid expansion of international markets. Understanding how online game companies balance globalization and localization is essential for sustainable growth. This study examines the internationalization strategies of two major online games: Genshin Impact (developed by miHoYo, China) and Princess Connect! Re:Dive (developed by Cygames, Japan). Their global expansion approaches are analyzed using the 4P marketing mix framework—Product, Price, Place, and Promotion. Genshin Impact employs a global design strategy, integrating diverse cultural elements while maintaining a consistent game structure across markets. In contrast, Princess Connect! Re:Dive follows a multi-domestic strategy, tailoring game content and marketing efforts to local preferences. These strategic differences are shaped by corporate objectives, market dynamics, and national policies. This study highlights the importance of glocalization—the balance between global standardization and local adaptation—in addressing diverse market demands. By comparing these two cases, this research provides valuable insights into how game companies can optimize their internationalization strategies while effectively balancing globalization and localization. The findings contribute to a deeper understanding of the global gaming industry and offer practical implications for developers and publishers seeking to strengthen their presence in international markets.

The purpose of this study is to identify competitive factors in the middle-class volume zone of emerging countries. Previous studies have identified ways to enter volume zones. Here this study focuses on competition in the volume zone as the next stage of research. The subject of the study is scooters in India, and data was collected through field research for two wheeler’s repair shop. The analysis reveals that even if there is no difference in the basic specifications of scooters in the low-end competition, durability and maintainability differ significantly. In the discussion of this paper, I argue that product reliability is an important factor in volume zone competition.