To read the full version of this content please select one of the options below:

When western entrepreneurs meet rural India: preparing the set-up of a water shop in Udaipur

Roger Moser (Research Institute for International Management, University of St. Gallen, St. Gallen, Switzerland)
Abhishek Raju (Asia Connect Center and India Competence Center, University of St.Gallen, St. Gallen, Switzerland)
Gopalakrishnan Narayanamurthy (Quantitative Methods and Operations Management, Indian Institute of Management Kozhikode, Kozhikode, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 28 July 2017


Subject area

Business internationalization into emerging markets.

Study level/applicability

BA Level.

Case overview

On March 23, 2014, Yves, Patrick and Pascal were on their flight back from Udaipur, India, to Zurich, Switzerland thinking about all the experiences they had during the last 12 months and especially in the last three weeks when they visited India to do the feasibility study for their water shop concept. They still had many questions that were unanswered before leaving India. Do they have the sufficient Indian contextual knowledge and expertise to run a business? Are they considering all relevant aspects to successfully establish a water shop in rural India? Have they developed the conducive mindset? Are they ready to leave their comfort zone, friends and family behind to embark on an once-in-a-lifetime adventure? Do they have enough social capital to assist them in the process of setting up the water shop? Shortly before landing at Zurich airport, Yves knew that they now either had to become serious and really spend at least a year in India to turn their concept of a water shop into reality or stay back in Europe starting with their masters studies. The case offers a true story about three BSc students that decided to evaluate whether they could implement a business opportunity that they had identified during a “Doing Business in India” course at their university and subsequently developed into a serious business case. Based on this situation, the case study offers the opportunity for students to better understand what it takes to create the right mindset (i.e. “Triple I” mindset) before actually implementing a market entry or expansion project in India.

Expected learning outcomes

The case focuses on teaching the “Triple I” mindset to discuss the prerequisites of a successful market entry or expansion in India: investment mindset, intercultural mindset and infrastructure mindset The case study also highlights the importance of networks and networking locally (i.e. building social capital) as a prerequisite for a successful market entry or expansion. This approach including the “Triple I” mindset, the role of social capital as well as the actual market entry or expansion project is summarized in a metaphor that we call the “Archimedes’ Screw of Internationalization”. The case study proposes to work on the following five assignment questions to drive the intended learning objectives by discussing the different prerequisites of a successful market entry or expansion in India.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS: 5: International business.



Moser, R., Raju, A. and Narayanamurthy, G. (2017), "When western entrepreneurs meet rural India: preparing the set-up of a water shop in Udaipur", Emerald Emerging Markets Case Studies, Vol. 7 No. 3.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles