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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/85

Title: International Marketing Strategy for Indian Companies : Value, Image and Other Issues
Authors: Nargundkar, Rajendra
Bajaj, Chetan*
Keywords: Marketing
Branded Goods
Value-added Services
Country Image
Firm's Image
Issue Date: 2002
Publisher: ICFAI Journal of Marketing
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.
Description: ICFAI Journal of Marketing, 1 (1). pp. 67-73.
URI: http://hdl.handle.net/123456789/85
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