Globalization and Cultural Challenges- An Indian Perspective

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 behavior. This knowledge forms values, creates attitudes, and influences behavior (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.

Keywords: Culture, Cultural Challenges, Globalization, Indian Perspective

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