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Marketing Review St. Gallen
Published in: Marketing Review St. Gallen 3/2012

01-06-2012 | Markteintritt

The Bumpy Road to India – Market Entry Challenges for Swiss Companies

Authors: Mathias Imbach, Dr. Roger Moser, Philipp Rehbock, Prof. Dr. Winfried Ruigrok

Published in: Marketing Review St. Gallen | Issue 3/2012

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Excerpt

This article is based on a study involving 45 senior Swiss and Indian executives and discusses the key market entry challenges for Swiss SMEs in India. Study respondents rate the market evaluation phase as most important for the overall market entry success. In this phase, marketing expertise is of great relevance for successfully preparing the market entry from the outset. It is argued that marketing professionals should play a strategic role in a company’s market entry process by being actively involved in the market potential evaluation phase and by framing effective strategies to convince Indian customers that Swiss quality pays off in the long run. …
previous article Liberalisierungstendenzen in Indien – Radikale Neugestaltung des indischen Einzelhandels?
next article Strategien des Markteintritts in die BRIC-Staaten

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Metadata
Title
The Bumpy Road to India – Market Entry Challenges for Swiss Companies
Authors
Mathias Imbach
Dr. Roger Moser
Philipp Rehbock
Prof. Dr. Winfried Ruigrok
Publication date
01-06-2012
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 3/2012
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-012-0135-4

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