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Summary
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Premium marketing to the masses: An interview with LG Electronics India's managing director
  • In this interview, Kwang-Ro Kim shows how LG Electronics India has built a dominant position in India's consumer electronics and white-goods markets.
  • The South Korean chaebol's wholehearted commitment—including local R&D, early investments in manufacturing, and empowerment in decision making—was one of the factors critical to its success.
  • The company has overcome India's notorious distribution challenge, in the process pushing deeper into rural territories than have most competitors. Indian consumers, LG has found, will pay a premium for quality and service.
  • India is also expected to become an important LG hub for exports to other parts of Asia and to Africa and the Middle East.
      


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