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Executive SummaryIn an era in which the cost efficiencies associated with standardization tend to be the dynamic force that drives international strategy, the growing movement toward understanding and adapting to natural channels of distribution appears to be an anomaly. The authors explore the natural channel phenomena-i.e., the local or national channel that has evolved within a market-within the context of U.S. multinational operations in the emerging market of India. Twenty-two in-depth interviews conducted with U.S. multinational international marketing managers engaged in distribution operations in India guide the exploration of the internal and external factors influencing channel strategy. The interviews provide validity for the natural channel model put forth by Griffith and Ryans (1995) while substantially advancing theoretical and managerial insights into the importance of factors influencing distribution. Finally, strategic distribution approaches employed by U.S. multinationals to effectively operate in India are presented. Insights for academics and practitioners are addressed. Mallen, 1976). Understanding the factors that are influential to distributionchannel strategy is becoming increasingly significant as competitive intensity increases. This is no more evident than in the movement toward a globally competitive environment and the expansion of operations to emerging markets. Although a great deal of distribution-related research has been conducted,

The IT industry, particularly IT enabled services (ITES), in India has shown remarkable growth over the past decade and continues to show resilience even in the face of a global downturn in the sector. While India has not been able to match China in manufacturing prowess, it may have found its competitive advantage in the area of knowledge‐based services to which its factor endowments are uniquely suited. Yet, the tremendous potential and promise of this sector in spurring economic growth and national competitiveness may not be realized, if the numerous obstacles to the sector’s growth are not removed. This paper traces the evolution of the IT industry in India, its positives and negatives and its potential to contribute to India’s global competitiveness. Structural barriers in the national environment to the growth of this industry are identified and discussed. Conclusions and policy implications are presented.