There have been two ways in which American MNCs have strateg
ically approached the Indian market. One was the arrogant and misconceived notion about the ‘aura’, power and appeal of a global brand. Most companies adopting this strategy have either failed or are struggling against competition. Some such names being KFC (which was first launched in 1995), Carrier Aircon (which was first launched in 1987), Tang, Kellogg, Reebok et al. The other way was the ‘humble’ and modest strategic approach. Some would even say that they have moved at a snail’s pace when it comes to tapping the Indian market.
For Complete IIPM Article, Click on IIPM Article
ically approached the Indian market. One was the arrogant and misconceived notion about the ‘aura’, power and appeal of a global brand. Most companies adopting this strategy have either failed or are struggling against competition. Some such names being KFC (which was first launched in 1995), Carrier Aircon (which was first launched in 1987), Tang, Kellogg, Reebok et al. The other way was the ‘humble’ and modest strategic approach. Some would even say that they have moved at a snail’s pace when it comes to tapping the Indian market.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malaya Chaudhuri – Arindam Chaudhuri Initiative
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