Priti Nemani, special counsel in Much’s Real Estate group, sat down with Times of India to discuss her 2011 research paper on why the Barbie doll failed in the Indian market, a topic worth revisiting in the era of the “Barbie” movie.
Nemani said, “I am struck by how the message of my article remains true to this day. Even when the stars of law and trade align for a business to enter a foreign economy, commercial success is wholly dependent on whether the target consumer sees themselves in the product offered. Market projections that fail to recognize the importance of accurate cultural acknowledgment will likely fall short in reality.”