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Focusing on India's small car segment, this book explores the concept of lead markets and their role in the globalization of innovation. The authors challenge existing theories by examining how sustainable lead markets can develop in emerging economies. They investigate the conditions necessary for this emergence and propose updates to traditional lead market theory, aiming to align it with contemporary business practices and global market dynamics.
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Aiming Big with Small Cars, Rajnish Tiwari, Cornelius Herstatt
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- 2013
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