TY  - BOOK
AU  - Mukherjee, Jaydeep
AU  - Sundararajan, Mahalingam
TI  - HCL: : Facing the Challenge of the Laptop Market: Case
PY  - 2012///
CY  - India
PB  - Sage
KW  - Consumer Behaviour
KW  - Distribution Channel
KW  - Global Competition
KW  - Indian Desktop market
KW  - Laptop Sales
KW  - Marketing Strategy
KW  - MNC Brands
KW  - Case Study
N2  - The case is about HCL Infosystems Limited, a major technology hardware player in India. The focus of the case is on the marketing strategies to build the company's laptop sales in 2010. It highlights the problems faced by a domestic technology major in its fight against a global competition from multinationals which had access to wider choice of products, and brand salience. The case provides adequate details to analyse the marketing strategy options available for HCL and take decisions
UR  - https://journals.sagepub.com/doi/pdf/10.1177/0256090920120109
ER  -