ANWESH: International Journal of Management & Information Technology

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Globalization and Cultural Challenges-An Indian Perspective


Affiliations
1 Department of Management Studies, JSS Academy of Technical Education, Noida, India
     

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Culture is defined as "the collective programming of the mind distinguishing the members of one group or category of people from others" by National Cultural Dimensions, 2013. Culture is the acquired knowledge that people use to interpret experience and generate social behaviour. This knowledge forms values, creates attitudes, and influences behaviour (Luthans, Doh, 2012). A global company is one that operates in the main markets of the world in an integrated and coordinated way (Lasserre, 2009). Any company that wants to go global has to enter different markets of the world, which differ culturally. These cultural differences, which most of the time are not apparent create challenges, which could become a sour point in marketing of goods and services.

Research Objective: The paper aims to explore the cultural differences between India and United States of America and come out with a strategy in the form of recommendations to effectively deal with these cultural differences.

Research Methodology: Data on cultural dimensions is collected from secondary sources and supplemented with primary data collected from semi-structured interviews with people working in global organizations. The organizations chosen belong to the IT and ITES sectors. A suitable analysis of the data is carried out and the results are further analyzed using well-accepted theoretical frameworks.

Findings: The results of the analysis form the basis for the findings.

Conclusions and Recommendations: Suitable conclusions are drawn and recommendations are made.


Keywords

Culture, Cultural Challenges, Globalization, Indian Perspective.
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  • Globalization and Cultural Challenges-An Indian Perspective

Abstract Views: 307  |  PDF Views: 0

Authors

Durgamohan Musunuri
Department of Management Studies, JSS Academy of Technical Education, Noida, India

Abstract


Culture is defined as "the collective programming of the mind distinguishing the members of one group or category of people from others" by National Cultural Dimensions, 2013. Culture is the acquired knowledge that people use to interpret experience and generate social behaviour. This knowledge forms values, creates attitudes, and influences behaviour (Luthans, Doh, 2012). A global company is one that operates in the main markets of the world in an integrated and coordinated way (Lasserre, 2009). Any company that wants to go global has to enter different markets of the world, which differ culturally. These cultural differences, which most of the time are not apparent create challenges, which could become a sour point in marketing of goods and services.

Research Objective: The paper aims to explore the cultural differences between India and United States of America and come out with a strategy in the form of recommendations to effectively deal with these cultural differences.

Research Methodology: Data on cultural dimensions is collected from secondary sources and supplemented with primary data collected from semi-structured interviews with people working in global organizations. The organizations chosen belong to the IT and ITES sectors. A suitable analysis of the data is carried out and the results are further analyzed using well-accepted theoretical frameworks.

Findings: The results of the analysis form the basis for the findings.

Conclusions and Recommendations: Suitable conclusions are drawn and recommendations are made.


Keywords


Culture, Cultural Challenges, Globalization, Indian Perspective.

References