Perceptions of foreign players for effective positioning in India

Purpose - The purpose of this paper is to identify facts of effective positioning mechanism for Indian market and develop a model that integrates three essential aspects of international trade, which have not been addressed combined yet.Design methodology approach - The article develops the informat...

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Bibliographic Details
Published in:Management decision 2008-11, Vol.46 (10), p.1465-1481
Main Authors: Sharma, Somesh Kumar, Srinivasan, R
Format: Article
Language:English
Subjects:
Competition
Competitive advantage
Economic growth
Emerging markets
Focus groups
GDP
Gross Domestic Product
India
International business
Management decisions
Market entry
Market poition
Market positioning
Market strategy
Marketing
Studies
Target markets
Variables
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Summary:Purpose - The purpose of this paper is to identify facts of effective positioning mechanism for Indian market and develop a model that integrates three essential aspects of international trade, which have not been addressed combined yet.Design methodology approach - The article develops the information framework for Indian market positioning. The information mentioned in the framework is validated using statistical tools with R Software and refined using Principal Component Analysis and Factor Analysis. The outcome of analysis develops the model for effective positioning mechanism for Indian market.Findings - The study explores three statistically significant steps for effective Indian market positioning, which are finally summarized into 18 influencing variables in contrast to 91 variables available in literature.Research implications - The 18 variables explored in this study should be considered as initial set of information, only for Indian market positioning. It should not be taken as standard paradigm to be followed in all cases. Research needs to be made to valuate such implications.Practical implications - The model developed in this paper will be useful to both mature and ambitious international executives, in identifying the variables that can be considered for strategy formulation at different stages of Indian market positioning process.Originality value - This article offers a model that addresses research on Indian market positioning. It attempts to establish a relationship among the three components of international business, which can bring potential benefits to the foreign players.
ISSN:0025-1747
1758-6070
DOI:10.1108/00251740810919995