A Study on the Effect of Globalization and Challenges on Domestic Brands

  • Dr. Vivek Kapre


The waves of globalization have engulfed all organizational types: public and private, large and small; and in all management disciplines: strategy, behavior, communications and innovations. Globalization has opened new avenues for Indian entrepreneurs. The (G) Localization of brands has changed the pattern of consumption in India and also the level of spending on private consumption has grown significantly. Thus, this paper is an attempt to study the seething impact of Globalization, Privatization and Liberalization on the domestic brands. The changing expectations of customers can be kept on account by maintaining cooperative and collaborative relationship with them. The paper is completely an explanatory and empirical work for which secondary data through various sources have been collected.