Dealing with cultural differences and its interpretations become important, as the world becomes a democracy in terms of trade. Failure to understand this dimension in a multinational situation becomes a nightmare.
It is indeed a challenge in such a multinational environment to succeed without being sensitive to cross cultural factors. Therefore, the ability to understand and interpret culturally motivated behavior and traits becomes one of the most important factors fuelling a competitive advantage in this rapidly changing global environment.
Ignorance to Cross-cultural interpretation may lead to consequences such as loss of business and failure while negotiating the possibility of a long-term relationship. The past is witness to varied scenarios where product launches and marketing plans have seen the bin due to lack of cultural sensitivity.
A Broad comparison between Indian and Western cultures is explained below:
Work Ethic and Time Consciousness: The corporate culture in the west is built upon a strong work ethic, where hard work, efficiency and results are rewarded. Time is considered akin to money and punctuality is expected in every quarter. In contrast, in India, meetings may not start on time, and there is high tolerance for unpunctuality. In India, a person may come up to your desk and discuss marital problems etc during work but this is not accepted in the west. Indian’s are relationship driven whereas westerners are time driven and love the result of hard work and strong work ethics.
Westerners are clock driven whereas Indian’s are relationship driven.
Ascribed vs Achieved Status: Status and respect in India are ascribed to a person based on external factors such as age, gender, education etc (titles and surnames are conferred rather leniently) whereas in western cultures it is marked by Achieved Status. In the context of an organization this may prove to be fatal as respect is given based on age and education and not on performance, which attracts respect in the west.
Individualism vs Collectivism: The western culture is fiercely individualistic, where individual achievements; independence and self-reliance are highly valued. The Indian society, in contrast, is characterized by collectivism, with a strong hierarchical structure and familial ties. In India, decision-making may have a collective flavor that may lead to delays and therefore, an unconscious disrespect for time.
Masculinity: Gender differentiation is totally unacceptable in western cultures but this is dominant in the Indian context although there have been some changes in the recent past. Traditionally, men are the breadwinners and women the homemakers. In contrast, the western society is more egalitarian, with men and women operating on an equal plane.
Communication: Communication is more direct in the west. Criticizing and challenging the ideas of colleagues and seniors is acceptable. Indian’s have a problem saying “No” and rather would end with “I will try” although he knows for certain he cannot do it as committed often resulting in over-commitment.
Discipline: Discipline is one of the core values in the west and every day to day action speaks volumes of this trait that is imbibed in them forming part of their culture. This is distinctly different from the Indian scenario. Politeness is also part of the western culture that may also be a key differentiator while comparing it with Indian culture.
Neil Payne has eloquently stated “as with incompatible software, problems can occur, if people are running on different cultural coding”.
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