Cracking the Emerging Markets: Lessons from the Indian Experience
Multinational companies seeking to tap the vast potential of emerging markets often find themselves stumbling through a fog on unsure feet, discovering that their usual way of doing business will not necessarily bring them either the desired growth or success. In this article, Professor Amitava Chattopadhyay offers some important insights to MNCs operating in emerging markets, based on the experiences of companies in India, who cracked the code and broke the mold.