Cultural backgrounds and business development: Exploring threats and opportunities; Central Europe - India

Abstract

We believe that the strongest underlying factor which impacts all the strategies, behaviours and reactions of companies, employees and customers is culture. Despite the fact that everyone has a unique thought process, they have a common social nature which enables them to practice collaboration and competition in a group. “Culture” defines the intangible rules of this group and provides the moral framework about how to become a good member of the group. Thus, more the number of groups in the society – national, religious, occupational, higher would be the cultural disparities, and hence the need to cooperate with members of other groups and cultures for common survival.