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LG in India (B): Product strategies in an emerging economy
Published in NeilsonJournals Publishing
2019
Volume: 6
   
Issue: 1
Pages: 59 - 76
Abstract
Entering an emerging economy can provide many opportunities as well as challenges. The external forces, in particular cultural and demographic, are quite different compared to those of a developed economy or the multinational company’s home market. MNEs typically use strategies such as product development, adaptation, and standardization to tackle competition in emerging economies. LG mapped its “go to market capabilities” and product strengths and crafted its strategies for growth in India along these lines. The three product level strategies (core product, product attributes, and support services) are investigated in detail.
About the journal
JournalJournal of International Business Education
PublisherNeilsonJournals Publishing
Open AccessNo