India - an enigma of numbers and percentages

Ram Mohan J Rao

India and China have been making headlines because of the explosive growth in both countries' markets.

India – an enigma of numbers and percentages

Ram Mohan J Rao

India and China have been making headlines because of the explosive growth in both countries' markets. While China has received the bulk of media attention, there have been few discussions on the challenges involved in operating successfully in the Indian market, characterised by its enormous size and cultural diversity.

This article addresses two broad issues:

  1. From a research practitioner's viewpoint: the challenges associated with obtaining accurate data and converting it into usable insights.

  2. From a marketer's viewpoint: the nature of the challenges involved in implementing marketing strategies.

THE...

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