| When looking at a country from another cultural | | | | a problem occurs, for example, with castes or |
| background, you tend to wear a kind of "cultural | | | | religion, here are the solutions - one, two, three, four. |
| eyeglasses." You often interpret everything from | | | | In reality, it is not as simple as that.If foreign visitors |
| your own cultural conditioning. Things may seem | | | | can learn to appreciate cultural issues and understand |
| irrational, frustrating, or upsetting, simply because of | | | | the cultural background of their Indian partner, then |
| that conditioning. This is fertile ground for future | | | | they will have a much better understanding of the |
| conflicts in many areas. To me, culture is an iceberg, | | | | general problems which arise in doing business. They |
| where the main force is resting beneath the | | | | will be able to look at a problem and consider all the |
| surface.There are two major, typical miscalculations | | | | variables that are affecting the particular situation, |
| foreign corporations tend to make when they | | | | and then go about and seek a solution for |
| approach the Indian market.First, they tend to feel | | | | it.Understanding the totality of the big picture will |
| that because culture is intangible and it does not | | | | considerably empower Western companies to be |
| show itself in the bottom line, they do not need to | | | | successful in India. Foreign representatives need to |
| waste their time on that issue.Second, they may | | | | understand that accepting the Indian culture (without |
| think that culture is like marketing or finance: you | | | | wanting to change it) is quintessential. A day-long |
| learn about culture in India in a four or eight hour | | | | program, for example, is inadequate, even though |
| session and that is all you need to know. Then you | | | | the manager may feel sufficiently culturally sensitized. |
| are free to continue with your job since you are | | | | For a long run, the best advice is an immersion in a |
| adequately sensitized to the culture.It is important to | | | | fascinating, maybe at times distressing, Indian |
| really appreciate Indian culture. The main reason for | | | | culture.Robert Greene, Business reports on |
| this is that if conflict arises, it will give them a much | | | | international business practices in over 100 countries - |
| better perspective on understanding the source of | | | | - This article may be freely distributed if this resource |
| the conflict and resolving it. Still, many foreign | | | | box stays attached. |
| businesses tend to put everything in a "black box." If | | | | |