CULTURE & EXPORTS (TAKE YOUR START UP GLOBAL)

Abstract

This article aims at pointing towards the need to see the cross-cultural difference through a lens of a global mindset, and identifies seven keys of doing successful business with a Global mindset. It also contains the ways to create a “Cultural Competence” for global companies. It American, European, the Middle East and few Indian examples of cultural dynamics in business. It also deals with the issue of the significance of Women crossing cultures in a very different dynamic than men and explains its impact and significance in the Indian context as well.  Most importantly this book, with the help of several case studies and establishes the role of cross-cultural management to bottom-line of the companies. However, the same needs to be done for Indian FMCG companies in my research work.

This paper also extends to establish “Bharat’s heritage is a global brand International Business management” - The 21^st century in many ways is pointing towards domination of Indian in the world economy, and hence, many more companies and business managers from India are expected to operate in the international cultures diverse ecosystem for which we need to be prepared with a template to measure and manage the cross-culture diversity. Apart from the power of Indian companies on intellectual capital, IT savviness and economical bend, the most critical factor would the management of cross-cultural variables in each international country they expand into. Hence the significance of this research to address the future of Indian companies managing across cultures in much bigger number in coming years as much as currently.

The key finding is 34% of consumers across selected 8 countries have valued India very highly as source of “Ayurveda wellness” for both health & beauty products sourced from India, along intention to buy such an offering provided the quality standards are international, further 28% consumers have valued India as good to mild value in “Ayurveda Wellness equity” with intention to purchase to such products sourced from India. Remaining 38% are unaware of India’s wellness equity and hence indisposed to purchase of products sourced from India. This 62% consumer segment provided for huge opportunity for exponential growth of Indian exports in Wellness segment, hence academia and corporate research should focus on converting this to a 100,000-crore made in India exports where China cannot compete with us. In the end the paper presents the concept of “Global Marketing Dexterity” for your MBA and PhD students to launch their global startups.