Western Multinationals in the Indian Pharmaceutical Industry
One of the manifestations of the increasing integration of the world economy is the emergence of certain regional centres of expertise in which foreign firms locate production, to serve not only the domestic market but also the markets of neighbouring countries. The UK, for example, became an important centre in the 1950s for US firms wishing to serve the European market. About the same time, India emerged as a potential location from which US and European MNEs could serve markets in South-East Asia, the Middle East and East Africa.
KeywordsForeign Firm International Joint Venturis Advertising Expenditure Diversify Firm Advertising Strategy
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