Charting the cultural future of markets

Date of publication: September 1, 1999

Abstract:

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of the Indian market, which, after over four decades of isolation and protection, is now being swamped with foreign goods of the kind that consumers have never seen before; further compounded by an invasion from the skies in the form of satellite television (from two state controlled channels to an orgy of soap operas from the west!)

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