As the world business climate globalizes and national economies
become closely interlinked, India looms as the largest country in
the world to embrace the market economy. Bullis maintains that not
only will India be changed by international market forces, it will
have a significant impact upon the world economy as it emerges as a
mass consumer market and an extended, low-cost manufacturing
center. But India has problems that pose difficulties for offshore
investors. Only with a clear idea of Indian business thinking and
the relationship of commerce to India's complex mix of traditional,
caste, and religious practices can businesspeople from the West
gain any real hope of success. This work provides the sort of
far-reaching information and advice essential for international
businesspeople and for researchers and scholars in the academic
community who want to be a part of India's economic future.
Bullis asserts that Indian businesspeople are far more
knowledgeable about international markets than most international
businesspeople are about India. Yet, India's long period of
socialist dormancy produced very different concepts of management,
employee relations, the role of competition, marketing, finance,
and business-government relations. All these factors will play
critical roles in the success or failure of investment plans
formulated outside India's borders. Moreover, Indian people have a
more diverse and compartmentalized culture than any other people,
posing a marketing challenge (and challenges of other kinds) that
outsiders may be ill-equipped to handle. Bullis's descriptions and
analyses of the Indian economy, social structure, history, and
business practices will provide the kind of understandings that
Westerners need to enter the Indian market and compete
successfully.
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