Portal de Periódicos da CAPES

Motorola India: On Razr Thin Ice

2019; Linguagem: Inglês

10.1108/case.kellogg.2021.000045

2474-6568

Russell Walker,

Indian Economic and Social Development

This case challenges students to solve a riddle: How did Motorola's share in the Indian market fall so dramatically while cell phone adoption in India skyrocketed and Motorola was launching one of its most successful products globally? The case is set in the mid-2000s, when Motorola had just rolled out the Razr phone and the firm was approaching the ten-year anniversary of its entry to the Indian market. Motorola's market share in India had fallen from as high as 31% in 1998 to less than 5% in 2006. This dramatic downturn came at a time of immense growth in the Indian cell phone market.