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Cultural Values As Anchors For Acquiring And Building Competitive Capabilities in Firms: Indian‐US Experiences

Frédéric Jallat (Associate Professor and Chair Marketing Department at the Groupe ESCP (Paris Graduate School of Management), Paris. He is a specialist in service marketing, competitive analysis and cultural aspects of international business. He has been a visiting professor at Stanford University, the University of Texas at Austin and the Asian Institute of Technology.)
Lalit M. Johri (Associate Professor at the School of Management, Asian Institute of Technology, Bangkok. He is a specialist in strategic aspects of international business, consumer behaviour and marketing, joint ventures and negotiations. He has consulted with several international agencies and companies in Asia and Pacific regions and is the Coordinator of International Executive MBA Programme of the School of Management, Asian Institute of Technology, Bangkok.)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 1 March 1997

Abstract

Based on analysis of six companies, three each from India and US, it is found that companies using cultural values as anchors for acquiring and building competitive capabilites have outsmarted other companies that followed only conventional routes such as product and process innovations, operating efficiencies, responsiveness to consumers and quality of products and services to build competitive advantage. These six case companies have leveraged their performance by focusing on traditional as well as newly emerging cultural values and practices at the level of an individual, family and professional group. Culture often means “corporate values” in the United States whereas it means “social and sociological values” in India. The cultural management perspective is indeed much broader in India, where Indian managers often refer to a very old history and national culture, to multicentury values and traditions, whereas American managers develop strategies mainly based on emerging values and fashions.

Citation

Jallat, F. and Johri, L.M. (1997), "Cultural Values As Anchors For Acquiring And Building Competitive Capabilities in Firms: Indian‐US Experiences", Cross Cultural Management: An International Journal, Vol. 4 No. 3, pp. 3-10. https://doi.org/10.1108/eb008421

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited