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BRIDGING THE CULTURAL CHASM: WINNING STRATEGIES FOR GLOBAL BUSINESSES IN INDIA

VASUDEVAN, AARTI
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1196111752

Abstract Details

2007, MDes, University of Cincinnati, Design, Architecture, Art and Planning : Design.
Asia has become a hub of activity with many international corporations are increasingly turning to this region for solutions to effective management and more importantly as a vast yet untapped market of consumers with growing spending capabilities, heightened awareness for quality brands and products. Many foreign companies have already set shop in China and many more have business plans for India, whose winning demographic mix and unexpected growth have made it the flavor of the season. Transnational corporations have already learnt in China that the Chinese consumer has a unique identity. And early entrants to India are learning a similar lesson. Though large, the Indian market is a tough nut to crack. The Indian consumer is the end product of his socio-cultural milieu. His consumption habits have been tempered by tradition and modernity, consumerism and frugalness, knowledge and ignorance. Such a consumer craves for all that a foreign brand name portends—quality, snob value and internationalism—but relates better to products that are localized, customized and tailored to meet his needs. Contrary to larger perceptions, based perhaps on India’s rampant poverty, such a consumer is not always price sensitive. Instead, he can always loosen his purse-strings, provided the company is able to convince him that what they have is the very best his money can buy. And in order to touch that emotional chord, companies wanting to do business in India have no option but to understand the Indian market and the Indian consumer inside out. India is undoubtedly a country ripe for picking. But a country which readily rewards foreign companies that have made the effort to understand its cultural ethos, even while summarily rejecting the offerings of those who have entered the market with shoddy, careless and indifferent preparation. This research project will look at some popular domestic and foreign brands in India, scrutinize some current market trends and evaluate the reason why some Multinational brands have clicked while others have failed. The research will draw lessons from the experience of failed and successful global brands in India and suggest a strategy for success. This paper lays down the roadmap for succeeding in India, citing the experiences of early entrants to India.
Craig Vogel (Advisor)
117 p.
Design; India; Cross Cultural; Business Strategy; Product Design; Multinational

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Citations

  • VASUDEVAN, A. (2007). BRIDGING THE CULTURAL CHASM: WINNING STRATEGIES FOR GLOBAL BUSINESSES IN INDIA [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1196111752

    APA Style (7th edition)

  • VASUDEVAN, AARTI. BRIDGING THE CULTURAL CHASM: WINNING STRATEGIES FOR GLOBAL BUSINESSES IN INDIA. 2007. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1196111752.

    MLA Style (8th edition)

  • VASUDEVAN, AARTI. "BRIDGING THE CULTURAL CHASM: WINNING STRATEGIES FOR GLOBAL BUSINESSES IN INDIA." Master's thesis, University of Cincinnati, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1196111752

    Chicago Manual of Style (17th edition)

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This open access ETD is published by University of Cincinnati and OhioLINK.