This book focuses on the small car segment of India's automotive industry to explain the emergence of lead markets. The authors contend that the current understanding of lead markets does not sufficiently explain the business practices that are born out of the intensified globalization of innovation. Lead markets are considered crucial for the global diffusion of new products and this book investigates whether sustainable lead markets can also emerge in developing economies, and if so, under which conditions. The authors question the conventional wisdom and propose updates and extensions to the lead market theory to better reflect the changing ground realities on ground.2010). The objective pursued has been to secure a 10% share in the global car market outside of Chinaa#39;s national boundaries by 2020a2030 (Donnelly et al. ... in India and China were headed in different directions; and a[w]hile the cost- conscious Indian consumers will continue to drive ... to more than $16, 000 for the Hyundai i20, demonstrates amply that a broad price range is feasible and that the smallanbsp;...
|Title||:||Aiming Big with Small Cars|
|Author||:||Rajnish Tiwari, Cornelius Herstatt|
|Publisher||:||Springer Science & Business Media - 2013-10-28|