Spannungsfelder der Internationalisierung

This historical study analyses German multinationals’ business strategies in independent India. It deals with economic and political expectations relating to the Indian market against the backdrop of Cold War tensions and analyses the positioning of Indo–German joint ventures within this setting. India became a focal point for varying political and economic interests during its decolonisation. This study of business history provides a deep insight into the rarely explored area of German business strategies in India and decolonised economies. It explores expectations upon Germany’s market entry in the 1950s and its strategies and products for market penetration and positioning in the tightly regulated and nationalist Indian economy of the 1960s and 1970s.