2020 | OriginalPaper | Chapter
Elephas Maximus Indicus
Doing business in 21st Century India
Authors: Ishwar Haritas, Arindam Das
Publisher: Springer Fachmedien Wiesbaden
Published in:
Marketing Weiterdenken
The ‘India Story’ is a multi-layered one, where paradoxes are to be expected and exceptions are the rule. Navigating the Indian market is challenging, to say the least. This article uses a 6000 year old fable of the ’Six blind men and the Indian Elephant’ to build a comprehensive, all-round view of the world’s fastest growing large economy.