To Size Up Your Market in India, Look Twice
Harvard Business Review
JULY 12, 2012
Our goal was to rejuvenate a dying 40-year-old brand so it would appeal to a new generation of Indian children, many being raised on a diet of American cartoon shows and films. One of the trickiest challenges in India is to get the size of the market right. At first sight, the market will always look attractive.
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