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In management's view, marketing had been the key to RVI's success.
Two projects of major potential interest to the Richardson Vicks Inc. (RVI) Indian subsidiary were very much on the mind of Gurcharan Das, president of Richardson Hindustan Limited (RHL), as he reviewed his company's strategic plan in early 1984. The first would take the Indian firm into products not included among the parent company's worldwide offerings. The second would set up RHL as a supplier of a key raw material for RVI's global operations. Both propositions went counter to existing corporate policies and practices, which stressed products capable of being of being transferred to markets around the world and which favored investments in marketing over manufacturing...
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