Market access and the mirage of marketing to the maximum: new measures

摘要: Purpose – Globalization means integrating the economy and consumer market with rest of world, which involves removal restrictions on imports foreign investment. The purpose this paper is to examine implications globalization international marketing from point multinational firms, in context an emerging India. Design/methodology/approach This a general review-based study some secondary data analysis. author introduces new measures for industry analysis.Findings It was found that Indian has opened up substantially there are many players most sectors. Imports growth rate gone during post-World Trade Organization period. provides insights based sector-wise Originality/value important contribution introduction two carrying out analysis by economics, strategy Success-probability Index (SPI); Opportunity-Threat Matrix (OTM). puts forward generalized theoretical propositions further research, can be tested market/industry context. Keywords Imports, Globalization, Opportunity-threat matrix (OTM), Sector-wise effect, (SPI).