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To day's competitive business environment changes much faster than it did 20 years ago, primarily because of advance in technologies. To remain competitive, companies today must be flexible and be able to respond quickly to changes in their environment and changes in customer demand. In our fast...

BRIEF INTRODUCTION OF THE CASE STUDY In late 1997, an American company RiceTec Inc, was granted a patent by the US patent office to call the aromatic rice variety developed in USA 'Basmati'. RiceTec Inc, had been trying to enter the international Basmati market with brands like 'Kasmati' and...