Fachartikel
Outsmarting the MNCs by fitting strategic manoeuvres to national ...

Outsmarting the MNCs by fitting strategic manoeuvres to national framing: evidence from India

This paper focuses on how Indian home-grown companies captured MNCs market in India with the help of strategic maneuvering and understanding their own capabilities. Seizing the framework of Porter´s Natinal Diamond this research follows a caselet approach for illustrating these strategies. The study´s originality springs from understanding changes in demand pattern brought by home-grown companies in the Indian market. A key implication of this paper is that the demand conditions and firm strategy (by means of targeting and developing the customers systematically) are the key components of success as learned from Porter´s Diamond. The study provides insights into understanding Indian middle class perception and behavior towards MNCs offerings and later for home-grown companies.