Abstract
Huawei is not yet a major player in India’s competitive smartphone market. The company has a low-end brand, called the “Honor” brand in India, and they expect that the Indian smartphone market will use Huawei brand for high-end devices. Both brands had a combined market share of 3.4 percent in 2018. Huawei, by the end of 2018, has chartered out a three-year plan for the Indian market through its dual-brand strategy, backed by investments of over $100 million starting from 2019 with an expansion of local manufacturing activities. Will this global telecom giant become a major player in India? The current chapter explores the issue in light of the Sino-India relationship and the alleged security issues related to Huawei.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaker, Jennifer L. 1997. Dimensions of Brand Personality. Journal of Marketing Research 34: 347–356.
Ahrens, Nathaniel. 2013. China’s Competitiveness: Myth, Reality, and Lessons for the United States and Japan: Case Study: Huawei. Center for Strategic and International Studies.
Austin, Jon R., Judy A. Siguaw, and Anna S. Mattila. 2003. A Re-Examination of the Generalizability of the Aaker Brand Personality Measurement Framework. Journal of Strategic Marketing 11: 77–92.
Bahaee, Mahmood, and Michael J. Pisani. 2009. Iranian Consumer Animosity and U.S. Products: A Witch’s Brew or Elixir? International Business Review 18: 199–210.
Balding, Christopher, and Donald C. Clarke. 2019. Who Owns Huawei? SSRN.
Cradlepoint. 2019. The Pathway to 5G. https://cradlepoint.com/pathway-5g. Accessed February 23, 2020.
Dinnie, Keith. 2008. Japan’s Nation Branding: Recent Evolution and Potential Future Paths. Journal of Current Japanese Affairs 16: 52–65.
DNA India. 2018. India Becomes Largest Consumer of Mobile Data, Ranks 109th Globally in Mobile Download Speeds. March 26. https://www.dnaindia.com/business/report-india-becomes-largest-consumer-of-mobile-data-ranks-109th-globally-in-mobile-download-speeds-2597890. Accessed February 23, 2020.
Edwards, Ron, Anne-Marie Gut, and Felix Mavondo. 2007. Buyer Animosity in Business to Business Markets: Evidence from the French Nuclear Tests. Industrial Marketing Management 36: 483–492.
Funk, Charles A., Jonathan D. Arthurs, Len J. Treviño, and Jeff Joireman. 2010. Consumer Animosity in the Global Value Chain: The Effect of International Production Shifts on Willingness to Purchase Hybrid Products. Journal of International Business Studies 41: 639–651.
Huawei. 2019. Huawei Investment & Holding Co., Ltd. 2018 Annual Report. https://www.huawei.com/en/press-events/annual-report/2018. Accessed February 23, 2020.
Klein, J.G., Ettenson, R. and Morris, M.D. (1998), “The animosity model of foreign product purchase: An empirical test in The People’s Republic of China”, Journal of Marketing 62 (1): 89–100.
Lahiri, Amartya. 2020. The Great Indian Demonetization. Journal of Economic Perspectives 34: 55–74.
Leong, Siew Meng, Joseph A. Cote, Swee Hoon Ang, Soo Jiuan Tan, Kwon Jung, Ah. Keng Kau, and Chanthika Pornpitakpan. 2008. Understanding Consumer Animosity in an International Crisis: Nature, Antecedents, and Consequences. Journal of International Business Studies 39: 996–1009.
Maher, Amro A., and Sarah Mady. 2010. Animosity, Subjective Norms, and Anticipated Emotions During an International Crisis. International Marketing Review 27: 630–651.
McNulty, Shawn E., and William B. Swann Jr. 1994. Identity Negotiation in Roommate Relationships: The Self as Architect and Consequence of Social Reality. Journal of Personality and Social Psychology 67: 1000–1012.
Nakos, George E., and Yannis A. Hajidimitriou. 2007. The Impact of National Animosity on Consumer Purchases: The Modifying Factor of Personal Characteristics. Journal of International Consumer Marketing 19: 53–72.
Nijssen, Edwin J., and Susan P. Douglas. 2004. Examining the Animosity Model in a Country with a High Level of Foreign Trade. International Journal of Research in Marketing 21: 23–38.
Parikh, Jolly, and Anuradha Basu. 2020. Technologies Assisting the Paradigm Shift from 4G to 5G. Wireless Personal Communications 1: 1–22.
Parker, R. Stephen, Diana L. Haytko, and Charles M. Hermans. 2011. Ethnocentrism and Its Effect on The Chinese Consumer: A Threat to Foreign Goods? Journal of Global Marketing 24: 4–17.
Rosenblatt, Paul C. 1964. Origins and Effects of Group Ethnocentrism and Nationalism. Journal of Conflict Resolution 8: 131–146.
Shankarmahesh, Mahesh N. 2006. Consumer Ethnocentrism: An Integrative Review of Its Antecedents and Consequences. International Marketing Review 23: 146–172.
Shin, Mincheol. 2001. The Animosity Model of Foreign Product Purchase Revisited: Does It Work in Korea? Journal of Empirical Generalizations in Marketing Science 6: 6–14.
Shoham, Aviv, Moshe Davidow, Jill G. Klein, and Ayalla Ruvio. 2006. Animosity on The Home Front: The Intifada in Israel and Its Impact on Consumer Behavior. Journal of International Marketing 14: 92–114.
Sirgy, M. Joseph. 1982. Self-Concept in Consumer Behavior: A Critical Review. Journal of consumer research 9: 287–300.
The Hindu. 2018. TRAI Calls for Zero Telecom Equipment Imports by 2022. August 3. https://www.thehindu.com/business/Industry/trai-calls-for-zero-telecom-equipment-imports-by-2022/article24596076.ece. Accessed February 23, 2020.
United States Department of Justice. 2020. Chinese Telecommunications Conglomerate Huawei and Subsidiaries Charged in Racketeering Conspiracy and Conspiracy to Steal Trade Secrets. https://www.justice.gov/opa/pr/chinese-telecommunications-conglomerate-huawei-and-subsidiaries-charged-racketeering. Accessed February 23, 2020.
Verlegh, Peeter W.J., and Jan-Benedict Steenkamp. 1999. A Review and Meta-Analysis of Country-of-Origin Research. Journal of Economic Psychology 20: 521–546.
Witkowski, Terrence. 2000. Effects of Animosity Toward China on Willingness to Buy Chinese Products. Managing in A Turbulent International Business Environment 18: 470–477.
World Bank. 2020. http://documents1.worldbank.org/curated/en/630671538158537244/pdf/The-World-Bank-Annual-Report-2018.pdf, accessed on July 1, 2020.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 The Author(s)
About this chapter
Cite this chapter
Mukherjee, D. (2020). Huawei Goes to India: Can the Dragon and the Elephant Marry?. In: Zhang, W., Alon, I., Lattemann, C. (eds) Huawei Goes Global. Palgrave Studies of Internationalization in Emerging Markets. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-47579-6_10
Download citation
DOI: https://doi.org/10.1007/978-3-030-47579-6_10
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-47578-9
Online ISBN: 978-3-030-47579-6
eBook Packages: Business and ManagementBusiness and Management (R0)