International Marketing Strategy for Indian Companies : Value, Image and Other Issues

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.