What is West-East Dichotomy

Today, the scenario of cross-cultural businesses has made it incomparable to the earlier practices as well as an academic phenomenon, due to increasing internationalization and immigration in global job markets. The chapter attempts to notify the significance of culture in business and need for cross-cultural business awareness. It examines how the inclusion of cross-cultural perspectives into business practices will help to create a dynamic environment that facilitates enhanced competence to companies operating across cultures. This chapter has been developed in two parts. In its first part, the chapter discusses the cross-cultural problems and their possible solutions to effectively manage the cultural diversity. In the second part of the chapter, a model, Global Industry Academia (GIA) framework of business education has been introduced. This model enables the B-schools to explore essential constituents of contextual paradigms of change and interpret the complexities of business practices in diverse settings to develop cross-culturally sensitive managers of tomorrow.