Influence of jugaad culture on business sustainability in India

Sheshadri Chatterjee; Ranjan Chaudhuri; Demetris Vrontis

doi:10.1057/s41291-023-00229-2

Influence of jugaad culture on business sustainability in India

Sheshadri Chatterjee
, Ranjan Chaudhuri
, Demetris Vrontis

Research output: Contribution to journal › Article › peer-review

Abstract

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 language	English
Journal	Asian Business and Management
DOIs	https://doi.org/10.1057/s41291-023-00229-2
Publication status	Accepted/In press - 2023

Keywords

Business sustainability
Cooperation
Coordination
Jugaad
Relationship satisfaction

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10.1057/s41291-023-00229-2

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title = "Influence of jugaad culture on business sustainability in India",

abstract = "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.",

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AU - Chatterjee, Sheshadri

AU - Chaudhuri, Ranjan

AU - Vrontis, Demetris

PY - 2023

Y1 - 2023

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AB - 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.

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KW - Cooperation

KW - Coordination

KW - Jugaad

KW - Relationship satisfaction

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ER -

Influence of jugaad culture on business sustainability in India

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Keywords

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