Read the Closing Case: Microsoft in India on page 610. Then, answer the following questions: 1. Why does Microsoft’s traditional strategy of one size fits all not work well in emerging markets such as India? What is different about these markets? How do customers differ both in their characteristics, and in the way they use technology? 2. What steps did Microsoft take to develop products that are customized to Indian consumers? 3. How does Microsoft vary the marketing mix of its existing product offerings to gain traction with Indian customers? What else has Microsoft done to make headway in India? 4. What general lessons can be derived from Microsoft’s experience in India?