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There is enormous opportunity for companies that want to sell to India's one billion consumers or partner with Indian companies, but doing so isn't always easy. Inside the Indian Business Mind: A Tactical Guide for Managers offers a primer on the culture and its opportunities. This unique guide will help Western business people enter the Indian market, make the best use of Indian manufacturing facilities, and create and develop successful, long-term business relationships with Indian business partners and teams.
The book is not a list of dos and don'ts. Rather, it approaches doing business in India from the perspective of in-depth cultural models, translating cultural knowledge into practical working strategies. The authors, an Indian who has worked in the United States and an American who has worked in India, arm readers with an understanding of 11 primary cultural ingredients that come into play in business relationships with South Asians--ingredients that can be mastered and adapted across many contexts to forge lucrative partnerships.
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Did you know that Indians routinely put the comfort of guests above their own, that unwritten contracts based on trust and honor are still a way of life, or that "Indian Standard (Stretched) Time" is not always precisely attuned to the clock? As with any foreign venture, awareness of India's cultural norms can spell the difference between business success and failure.About the Author:
Katherine C. Zubko is assistant professor of Asian religions in the Department of Religious Studies at the University of North Carolina at Asheville. She also serves as managing partner of a cultural consulting firm, Z&S Connections.
Raj R. Sahay, who holds a marketing MBA from the University of Illinois at Urbana-Champaign, is managing partner of Z&S Connections, a business and cultural consulting organization.
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