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Mapping India’s regional subcultures: Implications for international management

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Abstract

As India continues to emerge as a global economic player, scholars and practitioners increasingly need to understand the cultural heterogeneity within this large and populous nation. Based on Lenartowicz and Roth’s framework of culture assessment, we have identified nine distinct subcultural regions of India and used explanations grounded in functional and neo-institutional theories to account for the origin and maintenance of cultural distinctiveness of these regions. Further, we developed seven cultural value dimensions for the Indian society and used these to hypothesize and empirically test the existence of cultural differences within India. Results supported our hypothesized arguments. This study advances our knowledge of how global functional and institutional forces have combined with national forces to shape India’s overall culture and how more local forces have shaped its regions. Methodologically, it identifies and develops measures that specifically reflect the values of individuals living in India and uses these to assess intra-national cultural differences within this nation. Further, it suggests how use of multiple methods can enable us to understand the simultaneous presence of somewhat contradictory values within a society. The study also provides applications of the proposed cultural value dimensions and advises implications of regional subcultures for various social and organizational phenomena.

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Notes

  1. Due to space limitations these descriptions had to be greatly reduced in the text and in Table 1; full descriptions are available from the authors.

  2. In this article we use the word “Indians” to refer to people who live in India.

  3. Details of results can be obtained from the authors.

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  1. Department of Management Programs, College of Business, Florida Atlantic University, Boca Raton, USA

    Ratan J S Dheer, Tomasz Lenartowicz & Mark F Peterson

  2. Department of Organization and Strategy, Maastricht University, Maastricht, The Netherlands

    Mark F Peterson

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Accepted by David C Thomas, Area Editor, 12 November 2014. This article has been with the authors for four revisions.

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Dheer, R., Lenartowicz, T. & Peterson, M. Mapping India’s regional subcultures: Implications for international management. J Int Bus Stud 46, 443–467 (2015). https://doi.org/10.1057/jibs.2014.70

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