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Prema Nakra

Prema Nakra, Ph.D. is an educator, economist and a marketing consultant. Dr. Nakra is a professor of marketing and International Business and MBA Program Director at the School of Management, Marist College. Her academic qualifications include a Ph.D. in economics, MA in economics, and MBA in marketing management.

Prior to joining Marist, Dr. Nakra worked for international organizations including the International Cooperative Alliance for South East Asia, Ellington Duval Inc, Worldwide Marketing Group, and the New School for Social Research. An active member of American Marketing Association, American Economic Association, and Balanced Scorecard Technology Council, she is frequently invited to presents papers and at international business conferences.

She also conducts seminars and workshops for executives and managers in global Information Technology and Healthcare industries among others. Her areas of expertise include: market and competitive intelligence, corporate/business performance appraisal and strategy development, corporate reputation management, knowledge and intangible assets management, and information security and privacy management strategies.

She is a senior fellow at the Center for Strategic Initiatives, a certified Tango (KM) facilitator, and MBA Program Director. Dr. Nakra can be reached at +1 845-575-3000 ext. 2866.

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Articles Written By Prema Nakra

India: The Big Emerging Market

Prema Nakra | February 7, 2010 | Export Markets

With Gross Domestic Product (GDP) growth more than double that of the United States and the United Kingdom during the past decade, India is one of the most promising and fastest growing economies in the world.

Its skilled managerial and technical manpower and its enormous middle class—approximately 300 million strong—offer a value proposition that businesses across the globe find hard to resist.

India’s time-tested institutions such as a free and vibrant press, a well established judiciary, a sophisticated accounting and legal system, and a user-friendly intellectual infrastructure offer foreign marketers and investors a transparent environment that is conducive to long-term success if the right business models are developed and implemented.

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Market Opportunities in Russia

Prema Nakra | June 21, 2009 | Export Markets

As the world’s largest country in terms of area that is 1.8 times the size of the United States and spanning 11 time zones from Eastern Europe to Northern Asia, Russia and its a population of almost 142 million people represent a huge market opportunity for participants in many industries.

Although Russia has experienced some bumps in the road to a free-market economy, Gross Domestic Product (GDP) has grown an average of approximately six percent annually over the past 10 years. Since the financial crisis of 1998, investment in Russia has increased, poverty has decreased, and the size of the middle class is expanding.

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Brazil: An Emerging Export Market

Prema Nakra | August 10, 2008 | Export Markets

As the fifth largest country in the world and the largest on the South American continent, Brazil has traditionally been an agricultural and commodity based economy.

Brazil has consolidated its democracy, constructed a diversified and financially sound economy, solidified its manufacturing base and enhanced its participation in the globalized world. It’s little wonder that Brazil is now considered one of the top four emerging markets in the world.

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Market Opportunities in Mexico

Prema Nakra | March 2, 2008 | Export Markets

In 1994, Mexico joined a North American Free Trade Area. The underlying agreement commonly referred to as the North American Free Trade Agreement (NAFTA) was signed by the United States, Mexico and Canada amid heated controversy in all three countries.

Looking back it can be argued that ultimately the free trade agreement has brought economic benefits to all three countries.

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China's Consumer Market: Opportunities and Challenges

Prema Nakra | June 10, 2007 | Export Markets

Everyone is talking about the People’s Republic of China (PRC or China), and not just because the country is hosting the next Olympic Games. Today China stands tall as a one of the fastest growing economies in the world.

In the last three decades, as per the latest figures, China’s economy grew by 10.6%. The Chinese economy has gone from being a lumbering agrarian economy 25 years ago to a rapidly developing economy today.

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International Marketers Dilemma: To License or Not to License!

Prema Nakra | October 15, 2006 | Export Finance

For businesses wanting to crack a foreign market, determining where to start and what approach is best can be confusing and daunting. There are many ways in which your company can enter the foreign market: direct or indirect exporting, licensing, joint ventures, strategic alliances, and foreign direct investment (FDI).

In this article I will discuss how to use licensing as a mode of entry into an international market from marketer’s perspective. No legal or intellectual property related issues or recommendations will be provided.

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Beware of Non-Tariff Barriers in Global Markets

Prema Nakra | August 27, 2006 | Import Basics
Significant progress has been made over the past half century in lowering tariff barriers to international trade. The U.S. and Europe have successfully knocked down tariff barriers while harmonizing business rules between their own markets. However, as countries and regions have made efforts to reduce tariffs, the importance of non-tariff barriers in countries around the world has increased. For international businesses these barriers negatively affect market access, profitability and the market position.

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International Pricing Dilemma: To Dump or Not to Dump!

Prema Nakra | July 30, 2006 | Export Finance
As many of you are well aware, establishing, coordinating and managing prices across country markets is an extremely complex process. The complexity is enhanced for the international marketer primarily due to the interplay of multiple uncontrollable factors that affect pricing decisions. In this article, I will address the issue of dumping as it is applicable to pricing in international markets.

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Counterfeit Products: Why Should You Care?

Prema Nakra | June 18, 2006 | Intellectual Property Rights, Import Basics
Welcome to the brave new world where counterfeit products look as genuine as the real ones and customers everywhere are happy to pay bargain prices for branded products. In this article I will address the issues relating to counterfeit products and the driving forces that result in increased competition from knock-offs or counterfeit products. I will also offer recommendations to reduce the impact of counterfeit products on your brand image and intellectual property.

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Is Global Branding Right for You?

Prema Nakra | May 14, 2006 | Export Finance

The year was 1997. The management at MasterCard (a credit card company) came to the rude awakening that their branding and positioning strategies left much to be desired. Their brand did not stand for any one thing nationally or globally.

Over the years MasterCard had run through five different advertising campaigns without much marketing success.

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