Chapter 11: Subliminal Influence of Indian Ethos on Cross-Cultural Business Communication

Cross-cultural business communication has evolved in multiple dimensions over a period of time. Thanks to the globalization and other factors which have brought in the contexts wherein communication across cultures for business purposes has become a dire necessity. There have been a lot of researches done in the recent times to explore the concepts and practices of business communication from cross-cultural points of view. But, not many scholars have attempted to explore the power and scope of Indian ethos in influencing the process of business communication in wider range. Attempting to study cross-cultural business communication from Indian ethos perspectives is very crucial in this point of time as it offers something unique and adds on to the communication sensibilities of the business world. Hence, it is important to engage in an intellectual discourse from Indian ethos perspectives on business communication in order to contribute what the world of business deserves to benefit from Indian civilization. The major perspectives on cross-cultural business communication are stemming from two apparently dissimilar sources namely character ethics and personality ethics. These two are different dimensions, which although interrelate sometimes, most of the times appear to be poles apart. This chapter attempts to explore the subliminal influence of Indian ethos in business communication contexts in India and also recommends how important it is to understand cultural aspects underpinning the whole gamut of business transactions.