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August 19, 2002 |
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ISU business professor writes book about
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TERRE HAUTE, Ind. —
U.S.
businesses looking for worldwide opportunity should take a good hard
look at India, says an Indiana State University business professor
and co-author of a new book entitled “India Business: Finding
Opportunities in this Big Emerging Market.” “They
say the next century is going to be China’s century,” said Aruna
Chandra, assistant professor of management in ISU’s School of
Business. “But it could very well be India’s century too, if
some of its promise and potential is fulfilled.” China
is, without question, a manufacturing giant, Chandra explained.
“But India has the advantage in information technology,” she
said. “The IT sector is a growing sector in India and it could get
India out of developing country status. “[India]
is still a developing country mired in developmental problems of
poverty and illiteracy, yet it has a nuclear arsenal and the
world’s second largest pool of skilled software talent after the
United States,” Chandra writes in Chapter 14 of the book, which is
co-authored by Pradeep Rau and John K. Ryans, Jr. How
India uses that talent will shape its future, Chandra said. And
because India is on the verge of freeing its tremendous potential,
it is a good time for U.S. businesses to take a look at their own
potential in this untapped part of the world. The
book helps U.S. businesspeople “get a sense of what this market is
about,” Chandra said. It presents the experiences of dozens of
U.S. firms in the Indian market, including 3M, Caterpillar, Hewlitt
Packard, Ford Motor Company, IBM and McDonald’s. Most
people in India are fluent in English, Chandra said, which breaks
down one potential barrier for U.S. businesses. The book also
explains Indian culture and politics so a businessperson traveling
to India might know what to expect in everything from government to
the military to the role of women. The
book is written for the decision-makers in companies interested in
entering India via exporting or direct investment, Chandra said. It
is also valuable to managers of firms already operating there who
are considering expansion. The goal of the book, Chandra said, is to
provide an impartial overview and to include the negatives, as well
as the positives, about the market. Chandra
was educated in India and the United States. She earned a B.A. in
English and Linguistics from Bangalore University and an MBA in
Strategy and International Business at Kent State University. Her
teaching and research interests are in the areas of international
management, entrepreneurship and business strategy in emerging
markets. She has assisted several small- to mid-sized firms in their
export market development efforts to big emerging markets such as
India. She has also served as a grant writer for the U.S. Department
of Education. Chandra is a member of the Academy of International Business and the Academy of Management. She has published several journals, including “The International Executive,” “Foreign Trade Review,” “Marketing Management,” and “The International Journal of Advertising." Firms interested in learning more about exploring their products’ potential for opportunities in this emerging market may contact Chandra at (812) 237-2105 or bssaruna@befac.indstate.edu -30- Contact: Writer: ISU
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