This document discusses two case studies of Indian companies expanding internationally and a foreign company entering the Indian market: 1) Patanjali Ayurved grew from a charitable trust to a large FMCG company in India through word-of-mouth marketing and a franchise model. It is now focusing on exports to the US, UK, and Canada and plans to invest $1 billion for expansion. 2) Uber first launched in Bangalore, India, which is now its biggest market after the US. To succeed in India, Uber adapted by offering local payment methods and safety features. 3) Technology transfer can help companies commercialize technologies more quickly, avoid patent issues, and create partnerships. It involves establishing intellectual

1. INTERNATIONAL BUSINESS
“GROWTH CREATES MORE
VALUE THAN PROFIT”

2. INTERNATIONAL
PRODUCT LIFE CYCLE
&
TECHNOLOGY
TRANSFER

3. INTERNATIONAL
PRODUCT
LIFE CYCLE

4. MEANING
theoretical model describing how an industry evolves over time and across national
borders.
also charts the development of a company’s marketing program when competing on
both domestic and foreign fronts.
International product life cycle concepts combine economic principles, such as market
development and economies of scale, with product life cycle marketing and other
standard business models.

5. The four primary elements of the international product life cycle theory are:
➔ the structure of the demand for the product, manufacturing,
international competition and marketing strategy, and
➔ the marketing strategy of the company that invented or innovated the
product. These elements are categorized depending on the product’s stage
in the traditional product life cycle.

6. The Life Cycle

8. An Indian
company
going
international
An international
service
expanding its
business in India

9. How it captured UK and US markets????
CASE - 1

10. HOW IT STARTED FIST??
Patanjali Yogpeeth – USA (PYP-US) Trust was
established as a registered US charity in 2008.
Its sister organisation, Divya Yoga, is an Indian
charitable trust founded in 1995 by Swami
Ramdev.
Had many visionary aims and objectives, all
focussed around one key aim: to make this world
disease-free through a scientific approach to Yog
and Ayurved.

11. Then how they converted it into business???
"Baba Ramdev is the brand ambassador for the products, which is a big advantage.
Instead of advertising, he has de-branded the products so they seem superior and
which need no further marketing.
Literally all of his followers use them, and he has shown great skill in monetizing each of
them," Harish Bijoor, brand expert and CEO, Harish Bijoor Consults, said.
Bijoor says that starting with a dedicated franchisee model helped. "His brands
have grown phenomenally through word of mouth and word of usage. The
franchisee model has made the product appear limited in quantity and exclusive.

12. Patanjali to invest Rs 1,000 cr on expansion:
Ramdev
Patanjali Ayurved, the FMCG venture promoted by yoga guru Baba Ramdev, will invest Rs
1,000 crore next year on expansion and plans to sharpen focus on e-commerce and exports.
Ramdev said the company
would focus on exports from March
next year and target countries including
USA, UK, Canada.

13. Patanjali stores in usa

14. How UBER entered
India?
CASE - 2

15. HOW UBER ENTERED INDIA???
Uber Technologies Inc. is an American multinational
online transportation network company ad quartered in
San Francisco, California.
It develops, markets and operates the Uber mobile app,
which allows consumers with smart phones to submit a
trip request which is then routed to Uber drivers who use
their own cars.
IN INDIA
•First launched in Bangalore
•India is the biggest market after USA
•About to invest $400 more in India to
grow

16. “ADAPT”
THE HIRING
The study of the hiring pattern
THE FARE
Prices are Highly competitive and people are extremely
bargaining in nature. Imparting within the customers the “cheap and best” feel.
THE PAYMENT MODE
HOT CASH AND UBER CASH.
THE FEATURE
Imparting security features like “call police in one click”
OTHERWISE EVERYTHING ELSE
REMAINED THE SAME

17. TECHNOLOGY TRANSFER
➔ What ?
➔ Why ?
➔ How ?
➔ Parties in transfer
➔ Analysis framework
of international
transfer of
technology
➔ Importance

18. WHAT IS TECHNOLOGY TRANSFER???
Technology is information that is put to use in order to accomplish some task. Transfer is the movement of
technology via some communication channel from one individual or organization to another. Technology is the
useful application of knowledge and expertise into an operation.
The transfer of new technology from the originator to a secondary user, especially from developed to developing
countries in an attempt to boost their economies.
The major categories of technology transfer and commercialization involve the transfer of:
➔ 1. technology codified and embodied in tangible artifacts
➔ 2. processes for implementing technology
➔ 3. knowledge and skills that provide the
basis for technology and process development.

19. WHY ???
The organization in which a technology is developed is different from the organization that brings the technology to market.
The process of introducing a technology into the marketplace is called technology commercialization., however, the organization
that creates a technology does not bring it to the market.
From a business perspective, companies engage in technology transfer for a number of reasons:
➔ cheaper, faster, and easier to develop products or processes based on a technology someone else has invented rather than to
start from scratch.
➔ necessary to avoid a patent infringement lawsuit, to make that technology available as an option for future technology
development, or to acquire a technology that is necessary for successfully commercializing a technology the company
already possesses.
➔ Companies look to transfer technologies to other organizations as a potential source of revenue, to create a new industry
standard, or to partner with a firm that has the resources or complementary assets needed to commercialize the technology
IN ANOTHER COUNTRY.

20. HOW DO YOU TRANSFER TECHNOLOGY?
The first requirement for an organization to transfer a technology is
to establish legal ownership of that technology through intellectual
property law.
There are four generally recognized forms of intellectual property in
industrialized nations:
➔ patents, dealing with functional and design inventions
➔ trademarks, dealing with commercial origin and identity
➔ copyrights, dealing with literary and artistic expressions trade
secrets, which protect the proprietary capabilities of the firm

21. Why is Technology Transfer important?
➔helps develop early stage intellectual property into tools for direct use
by the research community, or into bases for new platforms, products,
or services to be made into products for public use.
➔Successful collaborations are formed between researchers across
different universities or industries in order to advance the knowledge.
➔These collaborations may result in licensing or sponsored research
opportunities that benefit both partners.

22. TRANSFER PARTIES
➔ between Public Universities or Government Research Institutes and private industry
➔ between the research and development (R&D) departments and the other departments
of a single business
➔ between various entities or branches of a business group
➔ between a franchising operation from the franchisor to the franchisee
➔ between international organisations and national organisations
➔ between industrialised economies and developing economies

25. Affordable tech
transfer can boost
renewable power in
India'
03.06.2016
SYDNEY: Keen to tap Australia's
rooftop solar expertise, Power
Minister Piyush Goyal today said
there is need for the technology
transfer at affordable rates for
efficient expansion of renewable
energy in India.
"India can use Australian expertise
in rooftop solar as almost a third of
Australian homes in some states are
using rooftop solar," Goyal said
while speaking at a round table on
'Renewable Energy Challenges for
Grid Integration' at the University
of New South Wales (UNSW) here.

26. India, Sweden Sign
MoU for Railways
Cooperation
04.03.2016
NEW DELHI: The ministry of railways
on Monday signed a (MoU) with the
government of Sweden for technical
cooperation, in keeping with minister
Suresh Prabhu's promise of getting
best international technology
transfer along with investment.
The main objective of the MoU,
signed by Sweden's ministry of
enterprise and innovation, is
cooperation between the two
countries to promote efficiency
and sustainability and achieve
concrete results with regard to
bilateral trade, investment,
research and technology transfer.

27. REMEMBER !!!!
“YOU WON'T BE TERMED AS A WORLD
LEADER IF YOU ARE NOT SUCCESSFUL IN
INDIA………”
- ABHISHEK STEPHEN.
F