Tata: The Evolution of a Corporate Brand
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Morgen Witzel
Penguin Portfolio
256 pages Rs 599
A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano, is set to change our perception of India’s oldest and most respected corporate brand. With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands on the threshold of becoming a truly global entity. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world? In this absorbing and informed book, Morgen Witzel digs into the heart of the Tata enterprise.
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