Table 1 Overview of progress made and... | Emerald Publishing

Table 1

Overview of progress made and forces against evolution from an ethnocentric strategic orientation in India

Force acting on orientation evolution	Key theme constructed from the data	Illustrative examples
Lubrication	Commitment to India	Top management relocates to India
	Building relevant relations	Collaboration with host country firms to adapt technology to local conditions
	Indian market orientation	Setting up a local R&D center
Braking	Ignoring the market	Ignore local wishes and motivation for a smart city project
Braking	Difficulty in attracting local talent	Decision making takes time based on Head Office priorities Local staff get insufficient recognition for their contribution

Force acting on orientation evolution	Key theme constructed from the data	Illustrative examples
Lubrication	Commitment to India	Top management relocates to India
	Building relevant relations	Collaboration with host country firms to adapt technology to local conditions
	Indian market orientation	Setting up a local R&D center
Braking	Ignoring the market	Ignore local wishes and motivation for a smart city project
Braking	Difficulty in attracting local talent	Decision making takes time based on Head Office prioritiesLocal staff get insufficient recognition for their contribution

Source(s): Author’s own work