INTERNATIONAL BUSINESS

“GROWTH CREATES MORE VALUE THAN PROFIT”

INTERNATIONAL PRODUCT LIFE CYCLE

&TECHNOLOGY TRANSFER

INTERNATIONAL PRODUCT

LIFE CYCLE

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.

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.

The Life Cycle

An Indian company going international

An international service expanding its business in India

How it captured UK and US markets????

CASE - 1

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.

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.

Patanjali to invest Rs 1,000 cr on expansion: RamdevPatanjali 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.

Patanjali stores in usa

How UBER entered India?

CASE - 2

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

“ADAPT”THE HIRING

The study of the hiring patternTHE 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

TECHNOLOGY TRANSFER➔ What ?

➔ Why ?

➔ How ?

➔ Parties in transfer

➔ Analysis framework of international transfer of technology

➔ Importance

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.

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.

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

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.

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

Some latest news on technology

transfer

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.

India, Sweden Sign MoU for Railways Cooperation04.03.2016

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.

REMEMBER !!!!

“YOU WON'T BE TERMED AS A WORLD LEADER IF YOU ARE NOT SUCCESSFUL IN INDIA………”

- ABHISHEK STEPHEN. F