Purpose – The purpose of this paper is to contribute to the literature on emerging multinationals by studying the internationalization strategies of two established companies in the Indian pharmaceutical industry: Ranbaxy and Wockhardt. Design/methodology/approach – The study utilizes a...

Cultural factors have tremendous impact on cross‐national communication, and it is in the area of cross‐cultural communications that most blunders in international marketing occur. Using Hofstede′s four discussions of culture, this article provides a generalisable framework to assess the...