Indian companies prefer to expand by breaking even first, then focusing on local brand-building and marketing, says Jessie Paul, CEO of strategic marketer Paul Writer. That's in contrast to the Western model of investing heavily and grabbing market share, and it often leads Indian firms to pull out of regions where they don't see quick results. "[Y]ou need to understand that this is a long-haul game and you need to plan for it and make sure that you have the stomach and the resources for it," says professor Amitava Chattopadhyay.

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