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 with productive organisations. In particular, the need to understand the cultural distances between Eastern and Western nations is becoming increasingly important because of the tremendous economic growth taking place in India and China. Many of the prevalent managerial practices were developed in the West, yet at the same time, new practices are emerging from Eastern countries. Our research suggests that managers should consider the cultural context when transferring practices or knowledge from one place to another.