Should companies coming to India target small growing markets? Or should they aim for the mass market?
I have seen, these past 10 years, several MNCs develop strategy for India. There are liberals, conservatives, emerging market proponents, global strategy insisters, local strategy embracers... One thing is clear. To the question "when will the Indian market be ready for global strategy", the answer is NEVER. But there is immense potential here for adaptable MNCs.