A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world’s first Rs. 1 Lakh/ below US$ 2500 car), is set to change our perception of India': on the threshold of becoming a truly global brand.*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 65th in the world brand valuation league.

But what is the Tata brand all about? What are its values? How do people perceive it, in

Whether you’re an entrepreneur, a manager, a marketer, or an interested Tata loyalist this book will help you understand the durability of the brand and inspire you with the values it holds onto in the global economy.

Morgen Witzel is an internationally known writer, lecturer and consultant. He is honorary senior fellow at the University of Exeter Business School, senior consultant with the Winthrop Group of business historians, and editor in chief of Corporate Finance Review. His fourteen previous books including Management: The Basics, Fifty Key Figures in Management, Builders and Dreamers: The Making and Meaning of Management, Doing Business in China, Managing in Virtual Organisations and the forthcoming Management History: Text and Cases. He has written the Gurumantra column for the Smart Manager since 2002. He is currently researching a profile of the Tata corporate brand, Brand Tata, to be published by Penguin India in 2010