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

Item Type Newspaper
Abstract

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.

Authors Ruigrok, Winfried; Moser, Roger; Imbach, Mathias & Rehbock, Phillip
Journal or Publication Title Marketing Review St.Gallen
Language English
Subjects business studies
HSG Classification not classified
Refereed No
Date June 2012
Publisher Gabler Verlag
Place of Publication Wiesbaden
Volume 29
Number 03
Page Range 34
ISSN 1865-6544
Publisher DOI 10.1365/s11621-012-0135-4
Depositing User Friederike Schlickenrieder
Date Deposited 18 Feb 2013 11:50
Last Modified 23 Aug 2016 11:15
URI: https://www.alexandria.unisg.ch/publications/220586

Download

Full text not available from this repository.

Citation

Ruigrok, Winfried; Moser, Roger; Imbach, Mathias & Rehbock, Phillip: The Bumpy Road to India - Market Entry Challenges for Swiss Companies. In: Marketing Review St.Gallen 29 (2012), 03, S. 34.

Statistics

https://www.alexandria.unisg.ch/id/eprint/220586
Edit item Edit item
Feedback?