Abstract
With a population of more than a billion people, a large, steady, and rapidly expanding market, abundant natural resources, excellent skilled manpower, science and technology expertise, a thriving private sector, existence of a proper legal framework, a liberalized economic environment, knowledge of the English language, a large English language media presence, India should be, in theory, an easy market to crack. The reputed international management consultants A.T. Kearney in an October 2004 report ranked India as the third most attractive foreign direct investment destination. Yet, while some foreign companies have done extremely well, others have floundered.
Not by the templates of globalization, nor by the principle of one-world-one-market can transnationals triumph in India. To win over the country’s 1 billion customers, transnationals must understand just how global, and how Indian they must be.
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Notes
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© 2005 Rajesh Kumar and Anand Kumar Sethi
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Kumar, R., Sethi, A.K. (2005). Strategizing Success in India. In: Doing Business in India. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-4039-8057-1_6
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DOI: https://doi.org/10.1007/978-1-4039-8057-1_6
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