Navigating India’s Multifaceted Market The Indian Market stands out as a lively and attractive market in the rich fabric of global trade, presenting a range of opportunities and difficulties for multinational firms and stronger SMEs trying to establish a foothold. In recent years, India has emerged as a land of possibility for enterprises across industries. With a surging population of over 1.4 billion and a
Introduction Services make up the largest share of the global economy. According to the World Bank, in 2022, services contributed about 64.43 percent to the global gross domestic product. However, in our collective imagination, many people see exporting as something linked to product companies only. The most fundamental difference between service and manufacturing firms is the intangibility of services. As a result, service internationalization differs
Introduction For international business, the export marketing strategy is a critical determinant of success, with two important elements : standardization and adaptation. Standardization involves the uniform application of marketing strategies across international markets. On the other hand, adaptation is the need to tailor marketing efforts to the specific characteristics and preferences of each target market. This difference between standardization and adaptation presents a perpetual dilemma
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