Tiger, tiger, burning bright! Will India’s tiger economy stimulate its business marketing space?

We are very pleased to introduce this Special Issue to all JBIM readers. The timing of the Special Issue could not be any better. The 2003 Goldman Sachs global economics paper “Dreaming with BRICs: path to 2050” (Goldman Sachs, 2003) suggests that India as one of the leading BRIC countries has the potential to out-perform Japan to become the third largest economy in the world by 2032. Even though the Indian economic tiger is predicted to roar loudly in the coming two decades, our current knowledge of the Indian business milieu – and business marketing in particular – is low, as reflected in the body of current knowledge in business-to-business marketing journals and books. We hope to address this and many associated issues in this Special Issue on Indian B2B marketing practices.