2022 Volume 25 Pages 91-99
Recently rapid development of social and economic systems due to globalization and development of IT technology has made people forgot about the essence and impact of cross-cultural understanding on international business. Since market trends in India are very different from the other global markets, it is advisable that foreign-affiliated companies pay extra attention when expanding into India. Korean manufacturers have been able to consistently improve their performance in the Indian home appliance market through early entry, concentrated investment, and localization strategy. However, it has become difficult to separate the localization and global integration strategy of overseas subsidiaries during the intensified global market competition of multinational companies. This paper reconsiders the localization strategy of Korean home appliance manufacturers in the Indian market. In conclusion the overseas subsidiaries need to determine the appropriate localization level by considering multiple factors such as environmental factor, the industry characteristics and company condition at the local country.
