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India's 1.2 Billion Customers -- How to capture the world's most exciting new marketplace
Over the past decade India has captured the attention of the greatest consumer companies in the world. But despite their aggressive efforts, most of them have yet to find or secure a comfortable place in India’s market. After years dedicated to establishing market share, their positions remain vulnerable: They launch products and pull back, change their branding, or see their positions undermined by local rivals. Why?
Conventional wisdom derived from experience in the developed world does not apply to India. When orthodox business practices fail, new ones must be rebuilt from the ground up, specifically tailored to India’s markets.
This book explains the unique challenges posed by India and how to overcome them. The undertaking should be worthwhile to anyone interested in acquiring 1.2 billion new customers.
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The Problem of Economic Calculation
That the government should still pose such questions—innocent as they are—suggests that the so-called problem of economic calculation afflicts the endeavors of central planners today no less than it did in the 1920s, when Ludwig Von Mises first set it forth. Not only that, but the government has also failed to find tools more efficacious in tackling this problem than the nationwide survey—that is, the census. And what a crude device that is!
For one thing, any information collected through it soon becomes outdated, since the census is taken at intervals of no less than 10 years, during which time a lot can happen in terms of economic development and population shifts. For another, delivering the surveys to every doorstep in the country, entreating the citizens to fill them out, and ensuring that a tolerable number of them actually do so amounts to an onerous affair not cheap to orchestrate—as is plainly evinced by the handsome budget of $11.3 billion allocated to the accomplishment thereof. And for all the pains that go into collecting it, this information winds up reaching the government incomplete and only approximately accurate—the proportion of falsified surveys that alloy the census results being a matter of contentious and largely partisan debate.
Read the rest at Commentary.
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