''It Happens Only In India.''-Indianization of the Transnational.
Not by the templates of globalisation, 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, reveals a BT study of the 17,000 foreign companies that have crossed the country's borders after liberalisation..........
Only now, as the dust settles under the feet of the invaders, are the reasons for their failure-and success-becoming clear. And all these reasons converge onto one single factor. The long-accepted law of globalisation-One World, One Strategy-doesn't hold once India's borders are crossed. Squeezing profits out of new markets like India with old products, sunset technologies, and a global corporate centre will no longer work, declare strategy gurus C.K. Prahalad and Ken Lieberthal in their Harvard Business Review article, The End Of Corporate Imperialism. Or, as Jagdish N. Sheth, 60, Professor, University of Emory (US), puts it: ''The needs of global competitiveness have ensured that the old ways of doing business will not suffice.''
india-today.com
Recommended reading.
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