Influence of jugaad culture on business sustainability in India

Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis

    Research output: Contribution to journalArticlepeer-review


    India has a unique, localized, as well as diverse business culture. In India, both multinational enterprises and local organizations follow jugaad culture to achieve better business value. Jugaad is a flexible, problem-solving approach that uses limited resources. It is also an innovative cultural approach that many local Indian organizations use for business sustainability. This study explores how Indian jugaad culture supports business sustainability for organizations operating in India. With the help of literature reviews and theories, we developed a conceptual model and validated it using PLS-SEM with 378 respondents from different organizations based in India. Coordination and cooperation have been used as mediating variables. The study shows that there is considerable impact of jugaad culture on business sustainability in India. We conclude with a discussion on how jugaad culture influences business sustainability of both local organizations and multinational enterprises operating in India.

    Original languageEnglish
    JournalAsian Business and Management
    Publication statusAccepted/In press - 2023


    • Business sustainability
    • Cooperation
    • Coordination
    • Jugaad
    • Relationship satisfaction


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