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Succeeding in China: cultural adjustments for Indian businesses

Balbir B. Bhasin (Welch College of Business, Sacred Heart University, Fairfield, Connecticut, USA)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 13 February 2007




This paper aims to provide a framework for understanding the differences in the cultures of China and India and to highlight the adjustments that will need to be made for Indian businesses to succeed in China.


The use of historical background of cultures in India and China to define values, traditions and attitudes. Drawing conclusions based on this research in outlining areas where adjustments may help achieve success in business.


Provides a list of adjustments that Indian businesses need to make to succeed in China.

Research limitations/implications

The list is by no means exhaustive but serves as a starting point for empirical research on effectiveness of proposed adjustments.

Practical implications

An extremely useful and practical source for Indian and global business executives planning to do business in China. An opportunity for academics to conduct follow‐up research.


This paper serves as a guide and offers practical measures in terms of behaviour for Indian and international companies doing or planning to do business in China.



Bhasin, B.B. (2007), "Succeeding in China: cultural adjustments for Indian businesses", Cross Cultural Management: An International Journal, Vol. 14 No. 1, pp. 43-53.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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