Abstract
The case chronicles a failed retailing joint venture between Timex, the US multinational corporation manufacturing sport watches and accessories, and Titan Industries Lim ited, a respected brand name for consumer durables in India. The two allied in the early nineties expecting that the symbiotic retailing would benefit both. Soon they clashed under the shadow of market recession and evolving expectations. Both now compete against each other in the Indian wristwatch market.
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