CHAPTER 2
International Business
LEARNING OBJECTIVES
After reading this chapter, you should be able to:
- Comprehend the evolution and growth of international business
- Distinguish between domestic and international business
- Analyse the different modes of entry into international business
- Understand the different types of transnational corporations
- Analyse the orientations of a transnational corporation
HARLEY DAVIDSON IN INDIA
The iconic US motorcycle brand Harley Davidson entered the Indian market in 2009, aiming to target the aspirational middle class consumer in the world’s largest two-wheeler market. The Milwaukee-based company imported assembled knockdown kits for low-powered models, like the Street 750, to be put together at ...
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