Friday, January 11, 2013

MEET THE SURVIVORS

That we irreverently make a slim play of Marshall Goldsmith’s quote is obvious (we use him inside too), but that we do so to describe a group of intemperately argumentative entities that refused to accept India as a losing proposition, is perhaps slimmer than they would agree with.

It wasn’t just that the MNCs were suffering the classic Levittian marketing myopia, for even if they weren’t, the fact was that the so-called promised land – one billion people with purchasing power – never existed in India. The cookie that they came prepared for never existed and the investments that were made in the initial mad rush, ended up in crucifying financial statements to no ends. Look around. From the automobile sector to soft drinks to television media, leave one or two MNC players, the rest have been in considerable losses.

But there were exceptions. We found nine. Nine who not only understood the 4Ps, but also how to co-create a Prahladian value not necessarily from the bottom of the pyramid, but from the middle and the top. Finnish, Koreans, Americans, Europeans, our meetings with these inter-continental companies answered some questions and threw up many more. But for those, there’ll be another day. With credit, today is theirs.
 

Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
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