Doing Business in India
Managers of multinational enterprises (MNEs) from developed economies are often cautioned to understand the
cultural environment of countries in which they would do business. This is particularly true in the case of emerging
economies, and even more so in those like India with which most MNEs would have relatively limited experience. This
study examines mechanisms that are pertinent to Indian business culture.We develop an instrument to measure three
dimensions of Jaan-Pehchaan and test whether they elicit different reactions This insight can be crucial for MNEs that would
enter Indian markets.