Market entry and sustenance strategies of Korean firms in Indian consumer electronics market: an exploratory study

Abstract

With globalization of markets and competition, foreign markets have become increasingly viable and natural opportunities for growth oriented firms In international marketing, an important decision concerns that of foreign market entry its mode, contents and implementation In this study, we make an attempt to analyze the market entry of Korean firms into the Indian consumer electronics market and its related dynamics Specifically, the focus of the study is to 1) understand the entry behavior of Korean firms, 2) focus of strategy product feature based or cost based, 3) defensive strategies of Indian incumbent firms and 4) forecast likely competitive events that may unfold in future Results based on a sample survey of 21 senior executives reveals that Korean firms do not have anv substantive entrv advantage Korean firms, currently pursuing product-centered strategies, are perceived to switch over to price-centered strategies tike their Indian counterparts