ebay 2002 case
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Espoir is to position itself as the leader in any global market, the cultural, political/legal and economic factors must be seriously considered. The Indian economy had been booming for the past few years. The country held great promise for the future. Liberalized foreign policies had unleashed the entrepreneurial spirit of its people, and many multi-national firms had set up offices here. It is believed that the Indians viewed time differently from the Americans.
Cultural Environment
Doing business in a particular nation requires a focus on a multi-dimensional understanding of its culture and business practices. Understanding these differences and adapting to them is the key. India is a complex country, and those arriving here to do business will discover that the path to success is often, not very smooth which of course is something that Espoir experienced. One needs to understand that one is dealing with people from a different cultural background that think and interact differently. " A global strategy will resonate in India in some cases, but I doubt if we will be able to do away with local marketing initiatives...