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Author Messner, Wolfgang,
Title Renault Duster in India : creating a market segment / Wolfgang Messner, Ammad Ejaz Chaudhary.
Imprint London : SAGE Publications: SAGE Business Cases Originals, 2019.

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Author Messner, Wolfgang,
Series SAGE Knowledge. Cases
SAGE research methods. Cases
SAGE Knowledge. Cases.
SAGE research methods. Cases.
Subject Renault.
Automobiles -- India -- Marketing.
Marketing -- Decision making.
Automobile industry and trade -- India.
Alt Name Chaudhary, Ammad Ejaz,
Description 1 online resource : illustrations.
Bibliography Note Includes bibliographical references and index.
Summary Since India opened herself to global trade in 1991, the country's automobile industry has experienced tremendous growth. Multinational car manufacturers had to acclimate to the local market environment and make an effort to understand the needs of their new customers. The experience of Renault, the French multinational car company, in India exemplifies the process of understanding and adapting to market segments. Renault's initial unsatisfactory release of the Logan was overcome with Renault's subsequent launches of the Duster and Kwid. This comeback demonstrates how learning and adapting to local needs can lead to success in emerging markets, and to recovery of brand image lost from prior setbacks.
Note Description based on XML content.
ISBN 9781526467836 (ebook)
1526467836
OCLC # 1089141024


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