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INTERNATIONAL MARKETING STRATEGY FOR INDIAN COMPANIES: VALUE, IMAGE AND OTHER ISSUES

Published in
2002
Volume: 1
   
Issue: 1
Pages: 67 - 73
Abstract

The paradox of India's dismal share in world trade is baffling, for a country housing a billion people. This paper analyses this paradox from the point of view of the value-addition process, and country image. The authors, supported by case studies from their consulting assignments, suggest a two-pronged strategy to lift India's share of the world markets to new heights. In Particular, the authors look at branded, manufactured goods and value-added services as potential winners. Building a firm's image in international markets through conscious and well-directed strategies is discussed in terms of concrete actions which the firm can take.

About the journal
JournalICFAI Journal of Marketing
Open AccessYes