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The challenges:
India is on the minds of business
leaders everywhere. Within a
few decades, India will be the
worlds most populous nation
and one of its largest economies.
But it is also a complex and
challenging market, with a
reputation for corruption,
uncertainty, and stultifying
bureaucracy.
The initial infatuation with
India is over and reality has set
in. But India is not a market that
can be ignored. So why take a
chance in this extraordinary and
complex region? What does it
take to win in India? How do
you deal with the chaos and
even prosper from it?
Ravi Venkatesan, the former
Chairman of Microsoft India,
offers inside advice on how
your rm can overcome the
unique challenges of the Indian
market. He argues that chaotic
The prescriptions:
CEO commitment is the
starting point. The single
most important determinant
of success over time is the
choice of country manager.
What is the role of the
country manager in India?
Why is it different from that
of say in Germany? Requires
a different organisational
structure or model, where
India is managed like a
geographic prot centre,
willingness to make long-term
investments in developing
capabilities on the ground
and the willingness to sustain
these through inevitable
vicissitudes. Therefore,
escaping the midway trap
requires commitment of
the entire leadership of the
company to pull multiple
levers before the whole
organization ips to a new
high-growth trajectory.
What kind of an operating