Even before Goldman Sachs coined the term BRIC countries (Brazil, Russia, India and China), India has been important to the global business community, and not just for those interested in outsourcing back-office functions. On May 21, 2007, the Center on Global Brand Leadership welcomed Arvind Sharma, chairman and CEO of Leo Burnett India; Harjiv Singh, cofounder and CEO of Gutenberg Communications; Hitendra Wadhwa, associate professor of professional practice in the Marketing Division at Columbia Business School; and Debera Johnson, associate professor of industrial design at the Pratt Institute to discuss the challenges of consumer branding in India. Host David Rogers, director of the Center on Global Brand Leadership, and moderator Christopher Leichty, president of the Center for Cross-Cultural Design at the American Institute for Graphic Arts, guided a discussion focusing on the challenges of marketing to a diverse group of Indian consumers who span the rural poor of Punjab to the nouveau riche of Mumbai.
Mecca, Joseph. "Branding in India Symposium: 'Taste the Thunder'." The Chazen Web Journal of International Business (October 29, 2007). http://www.gsb.columbia.edu/chazen/journal.
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