With 40% of the world population, China and India rank among the world''s most important economies . They are already potential markets that neither multinational firms nor smaller companies can afford to ignore. Both economies are opening up to the outside world, production and incomes are growing as is consumer demand, and foreign direct investment (FDI) is being encouraged. This excellent collection provides the latest research findings concerned with the analysis of economic performance and business strategies of firms operating in these markets.