Skip to main content

Why we can't build global brands

The idiotas working on some heavy duty drilling next door (in the building next to ours) have been at it for the past twelve hours. For the moment there doesn't seem to be any signs of their work abating. Truth is, the whole of today we've been at the mercy of this eardrum shattering racket.

Now I ain't surprised they aren't stopping their drilling work. After all I've lived my life in a country where empathy is almost non-existent. Here its commonplace to have the people next door not care a whit about anyone else. It's therefore zero bother to them their racket's giving others hell for twelve hours.

As I said earlier, I'am not at all surprised this is happening. Here's two reasons why.

One, zero empathy has social sanction in India. If you are unlucky at birth, the caste based class system in India will ensure you scrape the bottom of an non-existent empathy barrel. Such an all pervasive social system has fostered a community that by default believes some people are beneath any consideration.

Two, the socialistic hell we endured as a nation till the nineties ensured prosperity passed us by, by miles. It was therefore only natural that a country filled with people struggling to survive pass up on empathy. Who gives a damn to empathy when all you are focused on is your own survival?

Our lack of empathy probably explains why in business we haven't been able to build a single global brand. Brands that overcome geographical barriers and make it big across nations require marketers high on empathy. To ensure a brand makes it in a new country its important for marketers behind the brand to shed their own skin and wriggle into a new one. That in turn needs a shift in focus from oneself to others. Tell you what, most Indians can't do that. The white man can. Which is why his burger, cola, sneaker and other such stuff sell all around the world.

As I finish writing this, the racket's still on.

Of course!

Comments

Unknown said…
Post free unlimited classified ads of your business without registration to improve your business and increase your earning and many more,

free classified
Anirudh said…
Sir I also think the ecosystem does not nurture students or budding entrepreneurs to build something.

To start of something on our own itself is a taboo or seen as fit for nothing !!

Expecting something of building global I personally cannot see happening in at least a decade to come !! Unless something drastic happens !!

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Consumer Spending

Carpe Diem Blog: From Visual Economics, a graphical representation appears above (click to enlarge) of Consumer Expenditures in 2007, using data from the Bureau of Labor Statistics. Note that total spending on food ($6,133), clothing ($1,881) and housing ($16,920) represented 50% of consumer expenditures and 30% of income before taxes in 2007. In 1997 by comparison, 51.1% of consumer expenditures were spent on food, clothing and housing, and 44.6% of income before taxes was spent on food, clothing and housing (data here).