Rishtee Kumar

Assistant Professor of Marketing at the Indian School of Business (ISB).

Cultural Perspectives on Sustainability

What impact does cultural orientation have on consumers’ attitudes to managerial practices in different parts of the world and how can this knowledge benefit organisations? Professors Tonya Boone and Rishtee Kumar Batra share insights from their research on Indian and American consumers’ perceptions about sustainability. Management   research  has focussed  a great deal on understanding how cultural difference influences employees’ and consumers’ interactions …

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