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Focusing on India's small car segment, the book examines the concept of lead markets and their role in global product diffusion. It challenges existing theories by exploring how globalization influences business practices and whether sustainable lead markets can arise in developing economies. The authors propose new frameworks to better align lead market theory with contemporary realities, questioning traditional assumptions and investigating the conditions necessary for these markets to thrive in emerging contexts.
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Aiming Big with Small Cars, Cornelius Herstatt, Rajnish Tiwari
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- 2016
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