LG in India (B): Product Strategies in an Emerging Economy
Indian Institute of Management Indore, India
Volume 6: 2010, pp. 59-76; ABSTRACT
Entering an emerging economy can provide many opportunities as well as challenges. The external forces, in particular cultural and
demographic, are quite different compared to those of a developed economy or the multinational company’s home market. MNEs typically use
strategies such as product development, adaptation, and standardization to tackle competition in emerging economies. LG mapped its “go to
market capabilities” and product strengths and crafted its strategies for growth in India along these lines. The three product level strategies (core
product, product attributes, support services) are investigated in detail.