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The Art of Modern Sales Management: Driving Performance in a Connected World by Renie MacClay

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5

Selling Across Cultures

Anup Soans and Joshua Soans

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In 1991, India opened up its markets to the world economy, bringing a billion people into the global market. They were made up of over 2,000 ethnicities, 1,576 “mother tongues,” eight major religions, and thousands of local dietary and religious practices. Multinationals entering the Indian market would have to successfully navigate this cultural jungle to survive and thrive.

The fact that McDonald’s, the world’s largest seller of beef products, has a thriving business in India, the land of ...

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