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Becoming a multinational desi : The entrepreneurial growth of Radico
Author(s) -
Arora Soma,
Patro Arpita
Publication year - 2019
Publication title -
global business and organizational excellence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.227
H-Index - 16
eISSN - 1932-2062
pISSN - 1932-2054
DOI - 10.1002/joe.21974
Subject(s) - multinational corporation , business , marketing , key (lock) , entrepreneurship , industrial organization , finance , ecology , biology
Entrepreneurial marketing enhances corporate performance by enabling a firm to agilely adapt its strategy to market trends. The hair‐care company Radico, which began as a small start‐up in India, used entrepreneurial marketing techniques to pursue growth outside its home market and became a multinational firm with Indian roots—a desi . An analysis of its key stages of growth shows how even a small company can raise brand awareness and expand in international markets.