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Call of the Mass Markets: The Indian Cell Phone Industry

S. Ramesh Kumar and Radhika Vishvas

Concepts assoicated with the case: Positioning of services, perception, brand loyalty, profitability of segments.

Conversations in the Mass Market: The Cellular Phone Services in an Emerging Market (Indian Context)

The digital economy ushered in during the early part of the nineties has transformed the life of a cross section of the population in the Indian context. Western lifestyles, greater purchasing power, enhanced aspirations and greater appreciation of the self-concept are some of the marked changes that have been observed in recent times. While there have been several electronic products that have penetrated fast in the Indian market, the ...

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