|About the Book|
The Cultural Psyche of India: Guidance for the U.S. Marketer uses evidence-based metrics from the worlds leading cross-cultural researchers to explore how U.S.-based corporate branding and product positioning are likely to be viewed by IndianMoreThe Cultural Psyche of India: Guidance for the U.S. Marketer uses evidence-based metrics from the worlds leading cross-cultural researchers to explore how U.S.-based corporate branding and product positioning are likely to be viewed by Indian consumers. Its designed to help U.S. marketers expose and avoid cultural assumptions from their home culture while also asking critical questions that will help them surface how Indian customers and consumers are likely to think as a culture.The book is unique in the management literature as well as from a scholarly perspective because it is the first project to apply metrics from the leading evidence-based frameworks to a particular country. The five frameworks representing 25 dimensions are: Project GLOBEs values and practices, Hofstedes values, the Schwartz societal values, Bond and Leungs social axioms, and Gelfands Tightness-Looseness.In addition to applying the frameworks and their dimensions to India as viewed through the cultural lens of the U.S. as a society, the book explains the theory and evidence comprising this important research stream. As the first book in the authors Theory and Evidence at Work (R) series, The Cultural Psyche of India also serves another purpose. By introducing the reader to the frameworks and their dimensions, it offers the basis for understanding companion books that will follow, focusing on China, Brazil and Russia.Although its underpinnings are scholarly, The Cultural Psyche of India is written conversationally -- augmented with the liberal use of graphics, anecdotes and insights from informants who know India as their home country.