Options
German Mittelstand discovers BRIC: A Survey of Product Strategies of German ‘Hidden Champions’ in China and India
Citation Link: https://doi.org/10.15480/882.1289
Publikationstyp
Journal Article
Date Issued
2014
Sprache
English
Author(s)
Editor(s)
TORE-DOI
Journal
Issue
5
Start Page
5
End Page
11
Citation
Indo-German Economy 5: 5-11 (2014)
Publisher
Deutsch-Indische Außenhandelskammer
An empirical survey conducted at the Hamburg University of technology (TUHH) shows the BRIC markets are perceived to be of high and growing strategic importance by German “Hidden Champions”. The survey suggests that many firms belonging to the German “Mittelstand” have just begun to realize the potentials of India as a strategic market. The survey reveals that such companies often try to target high-end, premium segments with products developed at the headquarters. An exclusive focus on affluent customers by firms enhances the risk of side-lining large customers groups that seek “affordable excellence”.
Ignoring them might turn into a high-risk strategy in the medium to long run as the economy grows.
Ignoring them might turn into a high-risk strategy in the medium to long run as the economy grows.
Subjects
India ; Mittelstand ; Hidden Champions ; BRIC ; Germany ; Frugal Innovation ; Affordable Excellence
DDC Class
600: Technik
Loading...
Name
Tiwari_Buse_2014_IGCC.pdf
Size
831.27 KB
Format
Adobe PDF