Emerging paradigms in the Indian marketplace

Abstract

Purpose

This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest.

Design/methodology/approach

Examines the eight articles and the contribution of each to an important aspect of marketing in the region.

Findings

The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context which has a need for customized tools and marketing strategies.

Originality/value

This issue will assist practitioners, researchers and budding marketers, eyeing India as a potential market, and adds to the existing debate on emerging paradigms in the Indian marketplace on several fonts.

Citation

Shukla, P. (2006), "Emerging paradigms in the Indian marketplace", Asia Pacific Journal of Marketing and Logistics, Vol. 18 No. 4, pp. 249-253. https://doi.org/10.1108/13555850610703227