Description
Gupta (strategy and organization, U. of Maryland) and Wang (China India Institute) contend that while numerous companies are seeking global growth in China and India, few of them are getting it right. Most think only of "offshoring" and cost reduction, while others market to only the wealthiest. Instead, the authors suggest four critical concepts and strategies: megamarkets for almost every product and service, platforms to reduce a company's global cost structure, potential hubs to transform a company's global technology, and springboards for the launch of serious global competitors. Jossey-Bass is an imprint of Wiley. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)
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This book is the first strategic guide for multi-national corporations (MNCs)who are contemplating expanding into both China and India. Gupta and Wang explain how many MNCs view China and India solely from the lens of off-shoring and cost-reduction, and focusing their marketing strategies on only the top 5-10% of the population. This is a missed opportunity. China and India are the only two countries that constitute four realities that are strategically crucial for the global enterprise:* Both provide mega-markets for almost every product and service* Both have platforms that will dramatically reduce the company's global cost structure* Both have platforms that will significantly boost the company's global technology and innovation base* Both are springboards for the mergence of new fearsome global competitors.This book aims to shed light on the brutal competition for markets and resources in China and India as well as lays out the strategic action implications for those companies who want to emerge as the global players of tomorrow.
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