The case gives an insight into the various promotional strategies implemented by the major cellular service providers in the Indian cellular market. The GoI’s decision to liberalize the telecom sector in 1994 transformed the entire telecom industry, with many private companies foraying into the sector.
With the consequent grant of licenses for providing cellular services, there was a surge in the number of cellular services providers which continued till the late 1990′s. By the year 2000, stiff competition between players in the cellular market prompted each player to formulate more novel strategies in order to retain their market share. Click here to read more…
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