Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !

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* +ase Stu,' *--roach .n In,ian +om-anies *n, /lo0al +om-anies 1ntr' In 2oreign Mar3ets 4 *n *nal'sis .f /locali5ation Strategies
Semila 2ernan,es% *sst& 6rofessor 4 Mar3eting% S'm0iosis Institute of Business Management% Bangalore% (+onstituent of S'm0iosis International 7ni8ersit')

*BS9R*+9
9he -resent -a-er in8ol8e, a stu,' on /local communication strateg' a,o-te, 0' select glo0al com-anies :hile fora'ing into In,ia an, In,ian com-anies fora' into the foreign mar3ets& /locali5ation conce-t in s-ecific terms im-lies ;9hin3 /lo0al an, *ct <ocal= :hich has 0een ,e8elo-e, through Ja-anese 0usiness -ractices& 9he re>uirement of this glo0al locali5ation i,ea arri8e, in the late 19?( s to 0ri,ge the ga- 0et:een local% regional% national% glo0al management of the 0usinesses 2(& 6R.B<1M S9*91M1N9 ;I ,o not see an'thing :rong :ith Mc@onal,As ,oing 0usiness in In,ia& *fter all% it is not Mc@onal,i5ation that :e 3no: ofB It is a Big Ma+como,ation= 4 *s >uote, 0' * Senior Bureaucrat in Ne: @elhi 3& 9his is eCactl' :hat /locali5ation conce-t in s-ecific terms im-lies an, is usuall' -ractice, 0' the glo0al giants& 9he -resent -a-er :oul, highlight on the ,imensions of /local strateg' :ith a focus on cultural a,a-ta0ilit' of glo0al MN+s :ho ha8e entere, into the In,ian mar3et across in,ustries an, In,ian MN+ s glocal strateg' in foreign mar3ets& ;/oing glo0al= an, ;/oing international= are entirel' ,ifferent& In or,er to go Dglo0al % one re>uires a glo0al min,setB :hile to go Dinternational% historicall' means to su--l' out of In,ia& * 0len, of 0oth is utmost necessar' in creating a glo0al organi5ation s'stem 2#&

IN9R.@7+9I.N

*lan Rugman in his 0oo3 ;In 9he 1n, of /lo0ali5ation: Eh' /lo0al Strateg' is a M'th & Fo: to 6rofit from the Realities of Regional Mar3ets&= Sa's D9hin3 regional% act localB forget glo0al& :here in he em-hasi5es that :e ha8e reache, the -hase of glo0ali5ation ,eath an, argues that glo0ali5ation ne8er eCiste, at all as en8isione,
"

Buil,ing% 7n,erstan,ing the uni>ueness of the consumer% S96 (Segmentation% 9argeting & 6ositioning)% <ocali5ation an, Inno8ation of the -ro,uctHser8ice & +ultural @i8ersit'& D9hin3 ,ifferentl' a0out 'our In,ia strateg' is the mantra :hich shall 0e eCamine, in each of the glo0al com-anies fora' into the In,ian mar3et an, 8ice 8ersa 1"&

& 9o,a'%to0esuccessfulmultinational organi5ationsBthe/<.+*< elementis in,is-uta0l' im-ortant for all the managers% lea,ers% entre-reneurs :ith res-ect to 8arious fla8ors an, ,imensions of the 0usiness o-erations& 9he conce-t of /<.+*< strateg' focuses on a core glo0al stan,ar, strateg' :hich has local elements an, in turn signifies locali5ation of the glo0al strateg'&9he maGor D/<.+*< miC strategic com-onents inclu,e organi5ation mission & goal% organi5ational resources an, <ocus (/eogra-h' an, +ontrol)& 9he s'nerg' of the 3 constituents facilitates locali5ation% a,a-tation an, customi5ation of the :orl,:i,e resources% goals an, location of the firm 1"& 9he focus of the -a-er :oul, 0e stu,'ing one of the /lo0al elements :hich is ;the mar3eting strateg'= of select glo0al com-anies entr' in In,ia an, In,ian MN+s :hich ha8e entere, into foreign mar3ets to -ro8i,e a glocal -ers-ecti8e& In -articular% the critical factors :hich :ill 0e eCamine, for each select com-an' :oul, 0e Bran,

M19F.@.<./I
9his research -a-er :oul, follo: a case stu,' a--roach of select com-anies :hich :oul, 0e from the /lo0al 2ortune !(( +om-anies for 'ear 2(11 an, other successful In,ian multinationals from the 8arie, in,ustries li3e *--arel (Ni3e)% Be8erages (+oca+ola)% 2oo, Ser8ices (Mc@onal,s)% /eneral Merchan,isers (Eal Mart)% 2oo, +onsumer 6ro,ucts (6e-si+o)% Fousehol, & 6ersonal -ro,ucts (6&/)% </ 1lectronics% F'un,ai Motors% Jelloggs% 9o'ota% 6i55a Fut etc& In,ian MN+s :oul, inclu,e @a0ur% 9*9* & Marico& 9he sam-le si5e :oul, 0e a--roCimatel' 3 In,ian com-anies an, ? multinationals (glo0al)& @ata collection :oul, 0e s-ecificall' secon,ar' ,ata from 8arious conference -a-ers% e ,ata0ases% articles% Gournals -ertaining to information on the /local element 4 Mar3eting strateg' of the select multinational com-anies 8i5 a 8i5 their a0ilit' to get connecte, culturall' into the local communities through the glo0al net:or3&

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Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !"1# $olume 2% No&1% Januar' 2(13 )))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
In a nutshell% the first stu,' :oul, 0e a >ualitati8e stu,'% to anal'5e the mar3eting element of /locali5ation :ith focus on the 8arious :a's the glo0al multinationals ha8e fora'e, into In,ia an, 8ice 8ersa 0' anal'5ing the local customers an, the local mar3ets& 9he secon, stu,' :oul, focus on the cultural fit strateg' a,o-te, 0' the multinationals to meet an, suit the nee,s of the local consumers& 7n,erstan,ing ho: glo0al H In,ian 0ran,s a,a-t to the 8arie, re>uirements of the consumer 0ase is a challenge that lies ahea, of e8er' mar3eter& o8erseas :ith its -ro,ucts eC-orte, to more than !( countries :hich :ere ser8ice, locall' 0' the com-an's offices an, re-resentati8es 23& 9he tem-late for @a0urs international o-erations focuses on the as-ect of locali5ing :here0' the technolog' of the ne: geogra-h' shoul, 0e in s'nc :ith @a0urs technolog' for a,a-ting to suit local nee,s& <ocal manufacturing units :ere also set ufor the -ortfolios of the *sian mar3ets (6a3istan% Ne-al% Bangla,esh% Sri <an3a% Mala'sia)& 9hus un,erstan,ing the local @ias-ora :as the -rime concern for the com-an' at large& In Nigeria (customers 0e'on, the In,ian @ias-ora)% un,er the -ro,uct -ortfolio of s3in care% @a0ur launche, an her0al soa- :ith locali5e, ingre,ients as Nigerian mar3et -referre, oral care an, homecare o8er hair oil segment :here @a0ur :as -rominent 23&

+.N+<7SI.NS *N@ IM6<I+*9I.NS

9he sco-e of the research -a-er :as to ,iscuss the conce-t on glocal communication strateg' a,o-te, 0' 8arious glo0al an, In,ian com-anies :hile entering the foreign mar3et& 9his anal'sis an, ,iscussions has 0een a,ministere, 0' selecting certain successful com-anies from the 2ortune !((% 2(11 listing an, other successful In,ian com-anies :hich ha8e ma,e a mar3 in In,ia& 9his conce-t an, ,iscussion can 0e eCten,e, through -rimar' ,ata collection metho,s to further strengthen the to-ic into 8arious ,imensions of glo0al% local an, glocal strategic im-lementation& J1IE.R@S: /local% /lo0al% locali5ation% glo0ali5ation

@*9* +.<<1+9I.N
1N9RI .2 IN@I*N 2.R1I/N M*RJ19S +.M6*NI1S IN

+onsumer 6ac3age, /oo,s (@a0ur In,ia <t,&): In,ia (1??#)% 6ersian /ulf region of the Mi,,le 1ast (19?K): @a0ur In,ia <t,& is among the to- +6/ com-anies catering to -ac3age, househol, groceries an, su--lies consume, rea,il' an, regularl'% inclu,ing foo,s% -ersonal care -ro,ucts an, ,etergents& @a0ur i,entifie, o--ortunities in the o8erseas mar3et an, forme, a su0si,iar' name, @I<(@a0ur International <t,&) an, in 19?K starte, its o8erseas eC-ansion of eC-orting hair oil to the /ulf mar3ets an, in 2((3 0ecame an internationall' res-ecte, an, successful cor-oration 0' occu-'ing her0al% natural an, a'ur8e,ic -latforms through glo0ali5ation& In these foreign mar3ets% i,entif'ing consumer nee,s% ,e8elo-ing locali5e, -ro,ucts an, creating niche to ,ri8e at long term gro:th :ere @a0urs ,omestic com-etences an, ca-a0ilities an, these com-etencies hel-e, @a0ur 0uil, on s3ills in -ro,uct engineering an, locali5ation in the o8erseas mar3ets as :ell& 2or instance: Man' -la'ers use, coconut in hair oil :hile @a0ur use, amla :hich has its roots in tra,itional me,icine& B' 2((" the com-an' ha, set u- ! manufacturing units

9*9* /R.76: 1ngineering (9ata Motors% @ae:oo 2((#% Jaguar an, lan, ro8er 2((?)% Materials(9ata steel% +orus: 7J% 2((K)% I9(9+S)% +onsumer 6ro,ucts (9ata 9ea% 7J 2((()% 1nerg'(9ata 6o:er% In,onesia 2((K)% +hemical(9ata+hemicals:In,omaroc% Morocco 2((!)% Ser8ices (9aG Fotels% Star:oo, grou-: *ustralia% 2((!) Ratan 9ata% the -resent +hairman of the 9ata /rou- got 9ata into the com-etiti8e lan,sca-e into the glo0al arena& 9he tata grou- follo:e, a ;caGoling= a--roach to to- ,o:n lea,ershi- 0eing 9atas cor-orate structure an, ma,e e8er' com-an' glo0al thin3ing as -art of their 0usiness -lans& 9he grou- ma,e sure that a :or3a0le -lace on the groun, is -resent in the geogra-hies it :oul, eC-lore 4 9he 7S*% 7J% +hina% Bangla,esh an, South *frica& 9ata -hiloso-h' :as to thin3 glo0al locall' to 0e a contri0uting -art of those countries into :hich it eC-an,s :here the moti8e :as to 0e seen as a local com-an' than an In,ian com-an'& 9hus local management an, :or3ing to augment an, su--ort them :as the focus -oint& 9he local strateg' a,o-te, o-erating :ith the local go8ernment or culturall' 0' in8ol8ing in the 8arious acti8ities li3e the In,ian foo, festi8al of the music -rogram& 9ata 9eas glo0al ac>uisition :ith 9etle' grou- of 7J mar3e, the 0eginning of 9atas ac>uisition histor'& 9ata /rou-s -artnershistrateg' :as to see the t:o entities of ac>uisitions (ne: entit') as one entit' thin3ing of ;a glo0al min, set= 22&

+onsumer 6ac3age, /oo,s (M*RI+.): In,ia (19??)% Bangla,esh (late 199(As): Marico% although a househol, name in In,ia% :as un3no:n internationall' until eC-ansion into similar mar3ets :hich ma,e it international -la'ers& 6arachute is Maricos flagshi- 0ran, of the coconut 0ase, hair oil categor' :hich :as una0le to eC-ort until earl' 199(s 0ecause the

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go8ernment sa: 8egeta0le oils :hich is an essential commo,it' al:a's in short su--l'& Marico set u- local manufacturing -lant in mar3ets :hose consum-tion -attern :as 8er' similar to In,ian mar3ets :hich :oul, 0e :ithin the South *sian mar3ets& Fo:e8er% to -enetrate 0e'on, South *sia% Marico reali5e, that it nee,e, to inno8ate an, mo8e from In,ian centric a--roach to the one that ser8es the nee,s of the local mar3ets 21& Marico learne, that *ra0 consumers ,i, not -refer the smell of coconut oilB the' -referre, less stic3iness an, :oul, use the -ro,uct in an en8ironment :ith high :ater chlorination :hich ,amage, hair& 9o a,,ress this concern% Marico launche, a reformulation of the -ro,uct that counteracte, the harmful effects of chlorine 21& consumers) facilitate, Mc@onal,s Dto 8enture into In,ia& 9he first In,ian outlet 0' Mc@onal,s :as o-ene, in .cto0er 199" in $asant $ihar :hich is an affluent resi,ential colon' in Ne: @elhi focusing on the target segment of 'oung -eo-le% chil,ren an, 'oung -arents& *n, as of No8em0er 2((# the total outlets ha8e 0een !? mostl' in the eastern an, the northern -art of In,ia :ith -lans of o-ening more than 9( in the coming three 'ears s-an& 9he lesson to 0e im0i0e, 0' other foo, ser8ice com-anies from Mc@onal,s is that ho: coul, the' successfull' sol, their ham0urger chain in the cultural 5one of In,ia :hich is ,ominate, 0' non 0eef% no -or3% full' 8egetarian an, regional foo, tastes an, moreo8er in a mar3et :here co: is sacre,& 9hus the i,ea of re-lacing its core -ro,uct :hich is D0eef 0ase, Big Mac into Dmutton 0ase, MaharaGa Mac in In,ia :as conce-tuali5e, :hich again cause, a serious concern in terms of mar3eting a 0urger :hich is ma,e other than 0eef& But the mutton 0urger ,i, sho: tremen,ous hit an, the com-an' no: mar3ets other -ro,ucts to its gro:ing Fin,u clientele& 9hus 0uil,ing 0ran,s in In,ia :as not an eas' go for Mc@onal,s 1"& Success Mantras in In,ia :ith s-ecific focus on cultural sensiti8it': C1m-hasis on <ocal Management 4 set u- Goint 8entures :ith t:o local entre-reneurs in Mum0ai an, @elhi on !(:!( 0asis& C6oliticall' correct strateg' 4 Right from 0eginning 0eef an, -or3 :as a ;com-lete no no= consi,ering In,ian -o-ulation to 0e ?(L Fin,us :ho consi,er co: as sacre, an, 1!( million of Muslim -o-ulation :ho ,o not eat -or3& C1m-lo'ment .--ortunit' 4 18er' eC-ansion of Mc@onal,s in In,ia is :ell acce-te, 0' the In,ian go8ernment& C/reen Sensiti8it' 4 Mc@onal,s ha8e constitute, a s-ecial fun, to su--ort green initiati8es :hich is a,,resse, 0' In,ia -rominentl'& C+or-orate citi5enshi- 4 social res-onsi0ilit' an, gi8ing 0ac3 to Societ' has 0een -romisingl' un,erta3en 0' Mc@onal,s through 8arious charita0le an, communit' -rograms& In a nutshell% the -remier *merican fast foo, culture as in,icate, 0' Mc@onal,s fits :ell :ith the In,ian socio cultural lan,sca-e 3&

1N9RI .2 2.R1I/N IN@I*N M*RJ19

+.M6*NI1S IN

Be8erages (+oca+ola): 7S* (1??")% In,ia (1993): Num0er 1 in Be8erages% K(th ran3 (2ortune !((% 2(11) +oca +ola entere, into In,ia in 1993 after a 1" 'ear a0sence since 19KK an, continue, to struggle an, crac3 the In,ian mar3et in terms of -rofit until 2((" 1"& It recogni5e, that a one sto- solution or a single glo0al strateg' :ont ser8e the -ur-ose an, hence local eCecutions :ere the elements thought off 0' +o3e& Its 0ran, locali5ation strateg' :as :ith reference to the t:o In,ias& In,ia *: ;<ife ho to aisi= 4 9his segment re-resente, metro-olitan an, larger to:ns :hich account for #L of the countr's -o-ulation& 9his au,ience ga8e -riorit' to their social 0on,ing an, as-irations an, hence +oca +olas tag line ;<ife ho to aisi= suite, their nee,s an, as-irations& In,ia B: ;9han,a Matla0 +oca +ola= inclu,es small to:ns an, rural segment :hich account for 9"L of In,ias -o-ulation :hich nee,e, out of thirst >uenching a0ilit' to 0e fulfille,& <ocal language an, i,ioms a--ro-riatel' use, 0' +oca +ola in its a,8ertising cam-aigns a,,e, the fla8or to the mar3eting -lan& ;9han,a= means cool :hich also signifies col, 0e8erages an, on translation ;+o3e means refreshment= suite, the nee,s of the target segment& <ocal em-lo'ment an,cor-orate social res-onsi0ilit' :ith focus on communit' an, en8ironment relate, 4 :as another manner in :hich +oca +ola manage, its fora' into the In,ian mar3et an, ma,e In,ia acce-t this glo0al giant 11&

2oo, Ser8ices (Mc@onal,As): 7S* (19#()% In,ia (199"): Num0er 1 in the foo, ser8ices% 111th ran3 (2ortune !((% 2(11) 9he :i,e range of economic reforms in 199(s an, In,ian go8ernment li0erali5ing -olicies in In,ia an, the huge consumer mar3et (3(( million

/eneral Merchan,isers (Eal Mart): *r3ansas (19"2)% In,ia (2((K): Num0er 1 in general merchan,isers% 1st ran3 (2ortune !((% 2(11) Eal Marts -ositioning strateg' ;*l:a's lo: -rices= targets mi,,le class an, lo:er mi,,le class customers (3(( million a--roC&)& <ocali5ation of the -ro,uct miC 0eing one of the -rime cor-orate 8alues Eal Mart hol,s% ,iscount retailing has 0een a multi local 0usiness agen,a of the com-an' :ith a local -artner Bharti 1nter-rises% local go8ernment% local -urchasing -o:er% local

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economies of scale an, local logistics& 9his local game logic :as the ,ri8ing force for Eal Marts success 1& Eal Mart o-ene, its first store in 2((K in In,ia an, as -er the com-an'B their -olic' has al:a's 0een ;*t Eal Mart% :e go to great lengths to ensure our international stores reflect the local nee,s an, :ants of our customers= 1#& Fence local retailing al:a's re>uires a multi local 0usiness en8ironment :hich Eal Mart has encashe, on in In,ia after getting a success hit into MeCico mar3et an, 0' committing mista3es into its non 7S mar3et fora' li3e Bra5il% Fong Jong% Jorea etc 1& mo,els an, hence :oul,nt min, -a'ing eCtra for a 0etter an, -remium -ro,uct& Eith this organi5ational mission an, goal% 9o'ota launche, +amr' an, +orolla :hich are the mi,,le an, higher car segments :hich ha8e 0een a great success for the com-an'& 9hus ;affor,a0ilit'= :as the ,ri8ing success factor for 9o'ota :hich :as un,erstoo, :ell -ertaining to the In,ian customers
1"

& 9o'ota focuse, on mini8ans :hich ha, 8er' little com-etition an, targete, large an, 0igger families& 9his mo8e facilitate, 9o'ota to ha8e the control o8er the to- share of automo0iles 13& Music 9$ Net:or3 (M9$): 7S* (19?1)% In,ia (199") In,ia is a great 8enue to con,uct 0usiness in 9ele8ision 0ecause of the countr's 8ast mi,,le class segment in the tantali5ing mar3et& M9$s -assage into In,ia is a lesson :ell learnt consi,ering the -o-ulation of 1 0illion :ith maGorit' in the -oor segment an, the mi,,le class gro:ing eC-onentiall'& Eith the economical gro:th% a,8ertising also gro:s ra-i,l' as a result the first time -urchasing an, consum-tion of cre,it car,s% 9$ sets% mo0ile -hones% +@ -la'ers% an, automo0iles are also on rise& In,ia enGo's an, cele0rates its ,emocrac' in the tele8ision an, -rint me,ia :ith its flam0o'ant film an, music in,ustr' unli3e +hina :here in the central go8ernment tightl' controls tele8ision an, -rint& Fence in search of gro:th% :e ha8e the glo0al entertainment giants :ho are maturing in the 7S 8enturing into In,ia an, *sia& 9he streets of Mum0ai 0eing the nations entertainment ca-ital an, In,ia ha8ing a 8er' chaotic% nois' an, o8ercro:,e, me,ia lan,sca-e% it :as 8er' ,ifficult for me,ia to na8igate freel'& M9$ In,ia :as :ell 3no:n for t:o main reasons: CIts eCistence in ,oing 0usiness since 1991% much 0efore an' of its com-etitors arri8e,& CM9$ 0eing the 0est glo0al 9$ net:or3 (0uil,ing original channels) ha8ing -erforme, 0etter than +NN% M$N or an' other channel in terms of s-rea,ing its 0ran, an, con,ucting local -rograms :ith local staff in e8er' noo3 an, corner of the :orl,& M9$ net:or3s K2 international channels co8ering 321 million homes s-rea, across 1uro-e% *sia% <atin *merica% *ustralia an, +ana,a generating annual re8enue of a--roC& O10illion from outsi,e the 7S& 9hus M9$ +om-an' has taught other -la'ers to ,o 0usiness 0' un,erstan,ing the In,ian culture& M9$ at no stage 0om0ar,e, the In,ian teenagers :ith *merican -rogramming (-referring ra- an, roc3 music) rather tailore, its o-erations to fit the masses& In,ias ca0le 9$ in,ustr' :as another -u55le for M9$ :hich has too man' channels fetching fe: a,8ertising ,ollars an, in turn com-etes :ith channels li3e ne:s% s-orts% soa-

2oo, +onsumer -ro,uct (Jellogg): Michigan (19(")% In,ia (199#): Num0er ! in 2oo, consumer -ro,uct% 199th ran3 (2ortune !((% 2(11) Jellogg +om-an' 8enture, into In,ia in Se-tem0er 199# :ith cornfla3es% :heat fla3es an, Basmati rice fla3es as its initial offering& Its -ro,ucts faile, in the In,ian mar3et ,es-ite continuous su--ort in terms of managerial% financial an, technical& 9his conce-t of eating cornfla3es as a 0rea3fast cereal :as an unimaginati8e -ro-osition for the In,ian mar3et that :oul, -refer some hot 8egeta0les as their 0rea3fast menu& In,ians ha8e the ha0it of ha8ing hot or lu3e:arm mil3 :hich ma3es the fla3es sogg' as o--ose, to the Eest& In,ian :omen :ere use, to the 0rea3fast -alate of 0eing hot% fresh an, sa8or'& 9his ma,e Jelloggs change their strateg' an, 0egan to inno8ate :ith the ne: -ro,uct ,e8elo-ment of :heat an, rice cereals :ith fla8ors a--ealing to the In,ian local cultural ha0its& 9he launch of +hocos :heat scoo-s coate, :ith chocolate an, 2rosties :ith sugar frosting ma,e Jellogg reali5e the im-ortance of in,iani5ing its -ro,ucts ?& 9hus stu,'ing the local tastes closel' is the onl' mantra :hile going glo0al :hich Jelloggs misse, stu,'ing s-ecificall' the anthro-olog' an, the cultural eC-ectations 2& No: :ith the 0rea3fast routine change :ith the in8ention of ne: -ro,ucts% cornfla3es a--etite too starte, gro:ing 1"& 2urthermore Jelloggs reali5e, that the *merican culture :oul, ne8er 0e acce-te, 0' In,ians an, hence the' starte, a,a-ting% mo,if'ing an, scul-ting its 0usiness -ro-osition in In,ia #&

Motor $ehicles (9o'ota): Ja-an (19#!)% In,ia (199K) Ja-anese auto giant 9o'ota fora' into In,ia :as :orth a--recia0l'& It clearl' un,erstoo, the means to enter the In,ian mar3et :hich :as focus on the mi,,le an, u--er class segment as the econom' an, small car segments :ere alrea,' cro:,e, :ith less o--ortunit' to ,o 0usiness& *lso :ith the econom' 0ooming an, the rise of -urchasing -o:er% consumers :ere :illing to u-gra,e their

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o-eraHentertainment channels& @oing 0usiness ,ifferentl' 0' not Gust loo3ing at the -o-ulation (si5e of the mar3et) num0ers of ma3ing huge mone' 0ut reflecting on the local culture is :hat most multinationals fail to,a'& M9$ Bha3ra% M9$ roa,ies% M9$ Ee0 Eatch% M9$ Jitne Mast Fai Pin,agi 0eing some inno8ati8e -rograms launche, 0' M9$ in a ,ifferent -ara,igm& +ultural fit: M9$ is -rogramme, ,ifferentl' in ,ifferent countries& +hina reflects u-on famil' 8alues% nurturing an, a lot of romantic songsB In,onesia consisting of Islamic -o-ulation calls on con,ucting -ra'er ! times a ,a' on the M9$ channelB Bra5il follo:s :ith a seC' feelB Ital' ,e-icts st'le% elegance an, foo, sho:sB Ja-an 0eing tech sa88'B an, M9$ In,ia focuses on color% self efficac'% full of humor an, huge street culture& 9he fact remains that of the entire em-lo'ee strength :or3ing for M9$ International% onl' aroun, 1(L :oul, 0e *mericans& M9$ 0eing a national music channel no: also com-etes :ith regional music channels sho:ing music in 9amil% 9elegu an, 6unGa0i !& earl' -hase on entering into the In,ian mar3et& S-ecificall' s-ea3ing of the aggressi8e a,8ertising cam-aigns% the cost :as 0orne 0' its hea,>uarters in Seoul an, not 0' increasing the -rice of the -ro,uct :hich ga8e </ huge ,i8i,en,s& /reat ,eal of su--ort from its cor-orate office to its local su0si,iar' in In,ia :as the a,8antage </ ha, to run its o-erations into the In,ian mar3et& *nother strateg' that :or3e, :ell for </ :as that its Jorean firm -ro8i,e, huge comfort for Jorean eC-atriate em-lo'eesHManagers li8ing in In,ia& ;Jorean $illages= :ere create, an, Jorean s-ea3ing coo3Hmai, :as arrange, from Jorea :hich hel-e, them to a,a-t more fleCi0l' into the In,ian mar3et there0' increasing their -ro,ucti8it' an, moti8ation 13& 9his clearl' in,icates that DIn8esting in ones 0ran, is 8er' im-ortant :hich e8er' Fea, Quarters shoul, un,erstan, 0efore fora'ing into an' other mar3et :hich Joreas </ 1lectronics has full' ac3no:le,ge, an, -ractice, 1"& </ focuses on customi5ing its -ro,ucts 0ase, on the customer lifest'le& 2or e&g& Since in man' In,ian families% :ashing machine is o-erate, 0' house mai,s :ho are either illiterate or cant rea, in 1nglish% </Rs alternate strateg' :as to incor-orate s-eech technolog' that allo:s the instructions in the 8arious local languages& Such inno8ations that fit e8er' customers lifest'le hel-e, </ In,ia to connect to its customers 9&

1lectronics&9elecommunications(</ 1lectronics): Jorea (19!?)% In,ia (1993): 1Ctensi8e mar3et research% -ro,uct locali5ation an, aggressi8e an, large scale a,8ertising cam-aigns has 0een the 3e' ,ri8ers for Joreas </ 1lectronics in In,ia to 0e successful e8en ,uring its

@IS+7SSI.NS *N@ IM6<I+*9I.NS:

IN@I*N +.M6*NI1S 1N9RI IN 2.R1I/N M*RJ19S 9*B<1 1: @a0urMN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 IN@I* (1??#) +6/ (+onsumer 6ac3age, /oo,s) @a0ur ran3e, 2(( in the 2ortune In,ia !(( list that ran3s In,iaRs !(( largest cor-orations 4 2(1( 11 (@a0ur% 2(13)& 6rice, for an, targete, at the mass mar3et (*ra0 consumer 4 *ra0 female% *sian consumer 4 *sian male% *frican consumer 4 *frican male & female) *,o-ting local @ias-ora% using local ingre,ients C 9he tem-late for @a0urs international o-erations focuses on the as-ect of locali5ing :here0' the technolog' of the ne: geogra-h' shoul, 0e in s'nc :ith @a0urs technolog' for a,a-ting to suit local nee,s&C <ocal manufacturing units :ere also set u- for the -ortfolios of the *sian mar3ets (6a3istan% Ne-al% Bangla,esh% Sri <an3a% Mala'sia)& C In Nigeria (customers 0e'on, the In,ian @ias-ora)% un,er the -ro,uct -ortfolio of s3in care% @a0ur launche, an her0al soa:ith locali5e, ingre,ients& C+hallenge reste, on @a0ur :hen it entere, the Nigerian mar3et (*frican mar3et :hich :as 0e'on, the In,ian @ias-ora)& @a0ur ha, tra,itional strengths in -ersonal care (hair oil) an, not oral care an, home care :hich the *frican mar3et :as ,ominant in& Fair care -ro,ucts sol, in Nigeria are cosmetics an, the consumers are use, to

/<.B*< S9R*91/I <.+*< S9R*91/I (1ntere, 7*14 19?K)

/<.+*< S9R*91/I (+7<97R*< 2I9)

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Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !"1# $olume 2% No&1% Januar' 2(13 )))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
using electric coils not creams :hich is @a0urs forte& C@a0ur Fer0al 9ooth-aste an, @a0ur Fer0al 2resh /el :as manufacture, for the *frican consumer care mar3et (@a0ur% anal'sis)& 9*B<1 2: MN+ N*M1 .RI/IN IN@7S9RI

9ata /rouIN@I* (1?"?) 1ngineering (9ata Motors% @ae:oo 2((#% Jaguar an, lan, ro8er 2((?)% Materials(9ata steel% +orus: 7J% 2((K)% I9(9+S)% +onsumer 6ro,ucts (9ata 9ea% 7J 2((()% 1nerg'(9ata 6o:er% In,onesia 2((K)% +hemical(9ata +hemicals: In,o maroc% Morocco 2((!)% Ser8ices (9aG Fotels% Star:oo, grou-: *ustralia% 2((!) 9ata Motors ran3e, 3!9 an, 9ata steel ran3e, 3K( % 2ortune !(( list 2(11 @ri8ing for Multi in,ustr' glo0al lea,ershi9o 0e seen as a local com-an' than an In,ian com-an'& 9ata -hiloso-h' :as to thin3 glo0al locall' to 0e a contri0uting -art of those countries into :hich it eC-an,s to eC-erience the -ain an, ecstasies of the communit'& 9hus local management an, :or3ing to augment an, su--ort them :as the focus -oint& C 9he local strateg' a,o-te, o-erating :ith the local go8ernment or culturall' 0' in8ol8ing in the 8arious acti8ities li3e the In,ian foo, festi8al of the music -rogram&

R*NJIN/ 9*R/19 *7@I1N+1 /<.B*< S9R*91/I <.+*< S9R*91/I

/<.+*< S9R*91/I (+7<97R*< 2I9)

9*B<1 3: MN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 /<.B*< S9R*91/I

Marico IN@I* (19??) +6/ (+onsumer 6ac3age, /oo,s) 9argete, at the mass mar3et ha8ing the househol, name in In,ia 1C-ansion into similar mar3ets 0ut reali5e, that it ha, to mo8e from In,ia centric a--roach to ser8ing local nee,s of the local mar3ets to -enetrate further& C Set u- local manufacturing -lant in mar3ets :hose consum-tion -attern :as 8er' similar to In,ian mar3ets :hich :oul, 0e :ithin the South *sian mar3etsB CFo:e8er% to -enetrate 0e'on, South *sia% Marico reali5e, that it nee,e, to inno8ate an, mo8e from In,ian centric a--roach to the one that ser8es the nee,s of the local mar3ets& C Marico learne, that *ra0 consumers ,i, not -refer the smell of coconut oilB the' -referre, less stic3iness an, :oul, use the -ro,uct in an en8ironment :ith high :ater chlorination :hich ,amage, hair& 9o a,,ress this concern% Marico launche, a reformulation of the -ro,uct that counteracte, the harmful effects of chlorine&

<.+*< S9R*91/I (1ntere, Bangla,esh4 late 199(As(Marico)

/<.+*< S9R*91/I (+7<97R*< 2I9)

1N9RI .2 2.R1I/N +.M6*NI1S IN IN@I*N M*RJ19

9*B<1 #: MN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1

+oca +ola 7&S&* (1??") Be8erages Num0er 1 in Be8erages% K(th o8erall (Source: 2ortune !((% 2(11) Most +o3e -ro,ucts satisf' the re>uirements of all age grou-s ranging

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Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !"1# $olume 2% No&1% Januar' 2(13 )))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
from health conscious to a8erage human 0eing& +oca +ola a,o-ts In,i8i,ual 0ran,ing strateg' as its ,ifferent -ro,ucts are gi8en o:n names li3e 2anta% S-rite% +oca +ola etc& 9ele8ision% ra,io an, maga5ines are the most common -romotion miC a,o-te, 0' +oa cola& Its 0ran, locali5ation strateg' :as :ith reference to the t:o In,ia s& In,ia *: ;<ife ho to aisi=% In,ia B: ;9han,a Matla0 +oca +ola=& <ocal em-lo'ment an, cor-orate social res-onsi0ilit' :ith focus on communit' an, en8ironment relate,& It recogni5e, that a one sto- solution or a single glo0al strateg' :on t ser8e the -ur-ose an, hence local eCecutions :ere the elements thought off 0' +o3e& /lo0al Bran, +o3e -romote, using -unch lines suiting In,ian culture&

/<.B*< S9R*91/I

<.+*< S9R*91/I (1ntere, In,ia 1993 after a 1" 'ear a0sence since 19KK)

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9*B<1 !: MN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 /<.B*< S9R*91/I <.+*< S9R*91/I (1ntere, In,ia 4 .ct% 199")

Mc@onal,s 7&S&* (19#() 2oo, Ser8ices Num0er 1 in the foo, ser8ices% 111th ran3 o8erall (Source: 2ortune !((% 2(11) Ioung -eo-le% chil,ren an, 'oung -arents& core -ro,uct ; 0eef 0ase, Big Mac= CRe-lacing its core -ro,uct :hich is D0eef 0ase, Big Mac into Dmutton 0ase, MaharaGa Mac in In,ia& CSuccessfull' sol, their ham0urger chain in the cultural 5one of In,ia :hich is ,ominate, 0' non 0eef% no -or3% full' 8egetarian an, regional foo, tastes an, moreo8er in a mar3et :here co: is sacre,& C9he mutton 0urger ,i, sho: tremen,ous hit an, the com-an' no: mar3ets other -ro,ucts to its gro:ing Fin,u clientele& C 1m-hasis on <ocal Management C 6oliticall' correct strateg' 0eef an, -or3 :as a ;com-lete no no= C1m-lo'ment .--ortunit' C/reen Sensiti8it' C +or-orate citi5enshi- 4 social res-onsi0ilit'

/<.+*< S9R*91/I (+7<97R*< 2I9)

9*B<1 ": MN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 /<.B*< S9R*91/I

Eal Mart Rogers (*r3ansas 19"2) 19 /eneral Merchan,isers Num0er 1 in /eneral Merchan,isers% 1st ran3 o8erall (Source: 2ortune !((% 2(11) Eal Marts -ositioning strateg' ;*l:a's lo: -rices= targets mi,,le class an, lo:er mi,,le class customers (3(( million a--roC&)& /lo0al -resence in MeCico% Bra5il% *rgentina% Fong Jong% In,onesia% Jorea% +hina% In,ia 4 an, in e8er' countr' Eal Mart sa's ;@iscount retailing is a 8er' Dmulti local 0usiness :here local mar3et share is critical=& <ocali5ation of the -ro,uct miC 0eing one of the -rime cor-orate 8alues Eal Mart hol,s% ,iscount retailing has 0een a multi local 0usiness agen,a of the com-an' :ith a local -artner Bharti 1nter-rises% local go8ernment% local -urchasing -o:er% local economies of scale an, local logistics& *s -er the com-an'B their -olic' has al:a's 0een ;*t Eal Mart% :e go to great lengths to ensure our international stores reflect the local nee,s an, :ants of our customers=

<.+*< S9R*91/I (1ntere, In,ia 4 *ugust% 2((K)

/<.+*< S9R*91/I (+7<97R*< 2I9)

9*B<1 K:

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Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !"1# $olume 2% No&1% Januar' 2(13 )))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
MN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 (In,ia) /<.B*< S9R*91/I Jellogg Michigan (19(") 12 2oo, +onsumer 6ro,uct Num0er ! in 2oo, +onsumer 6ro,uct% 199th ran3 o8erall (Source: 2ortune !((% 2(11) Brea3fast +ereal (+ornfla3es) for the In,ian mar3et 4 -romote, 0' targeting In,ian Eomen +once-t of D+ol, Rece-tion 4 +onsuming 0rea3fast cereal :ith something col, : i&e& -ouring col, mil3 on 'our 0rea3fast cereal li3e cornfla3es :hich :as a success in *merica% Britain% Ja-an% Jorean an, +hina 0ut a ,isaster in In,ia& In,ians ha8e the ha0it of ha8ing hot or lu3e:arm mil3 :hich ma3es the fla3es sogg' as o--ose, to the Eest& In,ian :omen :ere use, to the 0rea3fast -alate of 0eing hot% fresh an, sa8or'& 9he' 0egan to inno8ate :ith the ne: -ro,uct ,e8elo-ment of :heat an, rice cereals li3e +hocos & 2rosties :ith fla8ors a--ealing to the In,ian local cultural ha0its&

<.+*< S9R*91/I (1ntere, In,ia 4 Se-tem0er% 199#) /<.+*< S9R*91/I (+7<97R*< 2I9)

9*B<1 ?: .ther /lo0al +om-anies Success stor' in In,ia: 9o'otaMN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 (In,ia) /<.B*< S9R*91/I Ja-an (19#!) 1K Moto $ehicles *utomo0ile Not in the listing of 2ortune !((% 2(11 Mi,,le an, 7--er class segment 9o'ota -hiloso-h' in glo0al mar3ets 4 locali5e H a,a-t the ,esign an, -ro,uction facilities of its -ro,ucts to 0uil, long term relations :ith the su--liers an, la0or of the local mar3et& CD*ffor,a0ilit' of the In,ian consumers : It clearl' un,erstoo, the means to enter the In,ian mar3et :hich :as focus on the mi,,le an, u--er class segment as the econom' an, small car segments :ere alrea,' cro:,e, :ith less o--ortunit' to ,o 0usiness& 9o'ota launche, +amr' an, +orolla :hich are the mi,,le an, higher car segments :hich ha8e 0een a great success for the com-an'& 9o'ota focuse, on mini8ans :hich ha, 8er' little com-etition an, targete, large an, 0igger families&

<.+*< S9R*91/I (1ntere, In,ia 4 199K% 9o'ota Jirlos3ar Motor 68t& <t,&)
1?

/<.+*< S9R*91/I (+7<97R*< 2I9)

9*B<1 9: .ther /lo0al +om-anies Success stor' in In,ia: M9$ (Music 9ele8ision)MN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 (In,ia) /<.B*< S9R*91/I 7&S&* (19?1) Music 9$ Net:or3 Not in the listing of 2ortune !((% 2(11 Mi,,le class segment% 'outh culture Musical genres mostl' -o- music% soft roc3% <atin -o-% an, hi- homusic :as the -rogramming culture targete, to:ar,s 'outh at the glo0al scenario es-eciall' in <atin *merica& 1ach of the music genres inclu,e, music in 1nglish an, S-anish language& CM9$ at no stage 0om0ar,e, the In,ian teenagers :ith *merican -rogramming (-referring ra- an, roc3 music) rather tailore, its o-erations to fit the masses& C M9$ Bha3ra% M9$ roa,ies% M9$ Ee0 Eatch% M9$ Jitne Mast Fai Pin,agi 0eing some inno8ati8e -rograms launche, 0' M9$& CM9$ is -rogramme, ,ifferentl' in ,ifferent countries& C M9$ In,ia focuses on color% self efficac'% full of humor an, huge street culture& C M9$ 0eing a national music channel no: also com-etes

<.+*< S9R*91/I (1ntere, In,ia 4 199"% an, is no: -art of the $iacom 1? Me,ia 68t& <t, 0ase, in Mum0ai&)

/<.+*< S9R*91/I (+7<97R*< 2I9)

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Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !"1# $olume 2% No&1% Januar' 2(13 )))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
:ith regional music channels sho:ing music in 9amil% 9elegu an, 6unGa0i&

9*B<1 1(: .ther /lo0al +om-anies Success stor' in In,ia: </ 1lectronicsMN+ N*M1 .RI/IN IN@7S9RI R*NJIN/ 9*R/19 *7@I1N+1 (In,ia) /<.B*< S9R*91/I Jorea (19!?) 1lectronics & 9elecommunications Not in the listing of 2ortune !((% 2(11 +ater to the nee,s an, re>uirements of the ,i8erse customers% -rimaril' focus on semi ur0an to:ns an, rural mar3ets& 1Ctensi8e mar3et research% -ro,uct locali5ation an, aggressi8e an, large scale a,8ertising cam-aigns has 0een the 3e' ,ri8ers for Joreas </ 1lectronics& S.ne reason </ is successful in In,ia is that :e listen carefull' to our customers& Ee ha8e reali5e, that not Gust locali5ation% 0ut micro locali5ation% is re>uire,&S 4 *ccor,ing to an official of </ 1lectronics
9

<.+*< S9R*91/I (1ntere, In,ia 4 1993) 1(

/<.+*< S9R*91/I (+7<97R*< 2I9)

& </ focuses on customi5ing its -ro,ucts 0ase, on the customer lifest'le& 1&g& Since in man' In,ian families% :ashing machine is o-erate, 0' house mai,s :ho are either illiterate or can t rea, 1nglishB </Rs alternate strateg' :as to incor-orate s-eech technolog' that allo:s the instructions in the 8arious local languages& Inno8ations that fit e8er' customers lifest'le hel-e, </ to connect to its customers 9&

+.N+<7SI.NS *N@ IM6<I+*9I.NS

9he sco-e of the research -a-er :as to ,iscuss the conce-t on glocal communication strateg' a,o-te, 0' 8arious In,ian an, /lo0al +om-anies :hile entering the foreign mar3et& 9his anal'sis an, ,iscussions has 0een a,ministere, 0' selecting certain successful foreign +om-anies from the 2ortune !((% 2(11 listing an, other successful In,ian +om-anies :hich ha8e ma,e a mar3 in In,ia an, foreign mar3et& 9his conce-t an, ,iscussion can 0e eCten,e, through -rimar' ,ata collection metho,s to further strengthen the to-ic into 8arious ,imensions of glo0al% local an, glocal strategic im-lementation&

<I91R*97R1 +I91@

M1N Bansal% N& (2((9)& Ealmarts Strateg' through the Eorl,& Retrie8e, .cto0er 1% 2(12 from Business maga5ine Ee0 site: M2N htt-:HH0usiness&in&comHarticleHmaga5ine eCtraH:almarts strateg' through the :orl,H"(#2H1 M3N Bhan% N&% Nemer% B& (2((")& Bran, Magic in In,ia& Retrie8e, from Bloom0erg 0usiness :ee3 Ee0 site: htt-:HH:::&0usiness:ee3&comHinno8ateHcontent Hma'2(("Hi,2(("(!(?)9!2#!!&htm

M#N +NN Mone'& (2(11)& 2ortune !((& * ser8ice of +NN% 2ortune & Mone'& Retrie8e, .cto0er 2% 2(12 from Ee0 site: htt-:HHmone'&cnn&comHmaga5inesHfortuneHfortun e!((H2(11Hin,ustriesH M!N @ash% J& (2((!)& Mc@onal,s In In,ia& 9hun,er0ir, the /ar8in School of International Management& Retrie8e, .cto0er 3% 2(12 from Ee0 site: htt-:HHcsum0a&orgHm0a"(2HMc@onal,RsL2(inL 2(In,ia&-,f M"N /or,on% *&% @eshmu3h% *&% /u-ta% @&% Fung% S&% Bae3% +&E& (2((!)& Mc@onal,s a,a-ts to In,ia% Stu,ent 6roGects% 9hun,er0ir, School of /lo0al Management% Retrie8e, .cto0er 1% 2(12 from Ee0 site: htt-:HH3no:le,genet:or3&thun,er0ir,&e,uHstu,e nt -roGectsH2(1(H12H1#Hmc,onal,s a,a-ts to in,iaH MKN /unther% M& (2((#)& M9$s -assage to In,ia 9he countr's 8ast mi,,le class is a tantali5ing mar3et& Retrie8e, Se-tem0er 2(% 2(12 from +NN Mone' Ee0 site: M?N htt-:HHmone'&cnn&comHmaga5inesHfortuneHfortun e)archi8eH2((#H(?H(9H3KK9(#Hin,eC&htm

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Journal of Business Management & Social Sciences Research (JBM&SSR)ISSN No: 2319 !"1# $olume 2% No&1% Januar' 2(13 )))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
M9N Fall% J& (2((1)& 9he 1n, of /lo0ali5ation: Eh' /lo0al Strateg' is a m'th an, ho: to -rofit from the realities of regional mar3ets& 9he *ca,em' of Management 1Cecuti8e% 1#(& Retrie8e, .cto0er #% 2(12 from JS9.R ,ata0ase& M1(NFin,u Business <ine& (2((K)& @a0ur set to regionali5e 0ran,s& Retrie8e, Se-tem0er 23% 2(12 from Ee0 site: M11Nhtt-:HH:::&thehin,u0usinessline&comHto, a's -a-erHtmar3etingHarticle1"#??""&eceTrefUarchi8e M12NI+MR& (2((1)& Jelloggs In,ian 1C-erience& I+MR +ase Stu,ies +ollection& Retrie8e, .cto0er "% 2(12 from I+MR IBS +enter for Management Research Ee0 site: M13Nhtt-:HH:::&icmrin,ia&orgHcasestu,iesHcatal ogueHMar3etingHJelloggRsL2(In,ianL2(1C-eri ence&htm M1#NIn,ia Jno:le,ge Eharton& (2((?)& Jorean +on>uest: Fo: </ an, Samsung :on o8er the In,ian mar3et& Retrie8e, Se-tem0er 2(% 2(12 from Jno:le,ge Eharton Ee0 site: M1!Nhtt-:HH3no:le,ge&:harton&u-enn&e,uHin,ia Harticle&cfmTarticlei,U#33? M1"NI76& (2(1()& </ 1lectronics In,ia: <ife is /oo,& Retrie8e, .cto0er 1% 2(12 from I76 In,ia Ee0 site: htt-:HH:::&iu-in,ia&inH!(!H*N)<ifeis/oo,)1# &html M1KNJa'e% J& (2((#)& +oca +ola In,ia% 0usiness case for 9uc3 School of Business at @artmouth& Retrie8e, .cto0er 3% 2(12 from Ee0 site: htt-:HHm0a&tuc3&,artmouth&e,uH-,fH2((# 1 ((?!&-,f M1?NJelloggs& (2(11)& .ur Fistor'& Retrie8e, .cto0er 1% 2(12 from Jellogs Ee0 site: M19Nhtt-:HH:::&3elloggcom-an'&comHcom-an '&as-CTi,U39 M2(NJon,o% B& (2((?)& Success of MN+s In In,ia& 6rofessor of International +hristian 7ni8ersit'& Retrie8e, from Nihongo Bashi 68t& <t,& Ee0 site: htt-:HH:::&nihongo0ashi&comHne:sHGa-anese mncs 2&html M21NJrishnan% R& (2((?)& /local Mission% Resources an, <ocus in .rgani5ational Strateg'& 6a-er su0mitte, for 11th *nnual +on8entionof the Strategic Management 2orum& Retrie8e, Se-tem0er #% 2(12 from Ee0 site: M22Nhtt-:HH:::&iit3&ac&inHinfocellHannounceHco n8entionH-a-ersHMar3eting%L2(2inanceL2(an, L2(InternationalL2(Strateg' (1 RL2(Jrishnan&-,f M23NManagement 6ara,ise& (2(11)& Mar3eting 6lan +oca +ola& Retrie8e, .cto0er 1% 2(12 from Ee0 site: M2#Nhtt-:HH:::&management-ara,ise&comHforu msHmar3eting managementH##(3 mar3eting -roGect coca cola in,ia 3&html M2!NRagha8an% <& (2((K)& <essons from the MaharaGa Mac: 2i8e rules for entering the In,ian mar3et& <an,or *ssociates& Retrie8e, .cto0er !% 2(12 from Ee0 site: M2"Nhtt-:HH:::&lan,or&comHin,eC&cfmT,oUthi n3ing&article&stor'i,U!!9&0hc-U1 M2KN9o'olan,& (2(11)& 9o'ota Fistor': cor-orate an, automoti8e& Retrie8e, No8em0er 1"% 2(11 from Ee0 site: htt-:HH:::&to'olan,&comHhistor'&html M2?N9o'ota& (2(11)& 9o'ota <egac'& Retrie8e, .cto0er #% 2(12 from 9o'ota Ee0 site: M29Nhtt-:HH:::&to'ota0harat&comHinenHa0outHt o')legac'&as-C M3(NEalmart& (2(11)& Fistor' 9imeline& Retrie8e, Se-tem0er 23% 2(12 from Ealmart +or-orate Ee0 site: htt-:HH:almartstores&comH*0out7sHK"(3&as-C M31NEi3i-e,ia& (2(11)& /localisation& Ei3i-e,ia 9he 2ree 1nc'clo-e,ia& M32NJumar% N&% Moha-atra% 6&% +han,rase3har% S& (2((9)& See3ing /lo0al +onsumer Bran,s from In,ia& Far8ar, Business 6ress& M33NJumar% N&% Moha-atra% 6&% +han,rase3har% S& (2((9)& 9ata /rou- 4 @ri8ing for Multi In,ustr' /lo0al <ea,ershi-& Far8ar, Business 6ress& M3#N+han,rase3har% R& (2((9)& @a0ur In,ia <t,& 4 /lo0ali5ation& Richar, I8e' School of Busines% 9he 7ni8ersit' of Eestern .ntario& M3!NRamachan,ran% J&%et al& (2((#)& In,ian +om-anies in .8erseas Mar3ets: 6ers-ecti8es% 6atterns% an, Im-lications& Retrie8e, .cto0er 1% 2(12 from Ee0 site: M3"Nhtt-:HH:::1&Cim0&ac&inHusersHfacH*marH* marNa'a3&nsfH,,!ca0"?(1f1K23!?!2!"#K#((! 32Kc?H("(eac2cc3faa#(2"!2!"cK?((3ff?93HO2 I<1HIn,ianL2(com-anies collo>uium&-,f

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