O'Reilly logo

Rough Diamonds: The Four Traits of Successful Breakout Firms in BRIC Countries by Nan Zhou, Gerardo R. Ungson, Seung Ho Park

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 4

Creating Inclusive Market Segments and Niches

We created a need and space for [our] product offering. While we knew that India was still comfortable with mechanical watches, we gave our consumers a chance to upgrade and in turn changed the shape of the market we operated in. It was a risk, and we had the conviction that this had the potential of turning into a highly successful business proposition.

—Bhaskar Bhat, Titan (an Indian rough diamond)

In emerging markets, demand is not only nascent, but it is typically situated in fragmented segments. Thus, even for established, maturing products…a successful marketing strategy is not confined to recognizing market opportunities, but also having to consolidate or pool fragmented pockets of ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required