EAT EELS? BUT WHY?
Mihir Parekh's article, “Swallow Live Eels…If You Have To!” (siliconindia, April 2001, p. 70) on how to do business in different parts of the world was rather intriguing. Reading about his quixotic travel experiences reminds me of the erroneous doctrines contrived in the movie “Indiana Jones and the Temple of Doom.” While there is no doubt that there is a business case for adapting to new cultures, it is not necessary to hide or disregard your own culture. One of the biggest problems with Indian entrepreneurs is their inability to tactfully say 'No' when it is okay to say 'No'. There is absolutely no need to reluctantly swallow live eels just to make friends with the Japanese. Mr. Parikh would have created a better impression for himself and India by doing the exact opposite of what he did. How can you show respect for some other culture while totally disregarding your own culture? And remember, they too, want to do business with you. Why would the Japanese have made me happy by being so unpresentable and not knowing anything about my culture? siliconindia is a popular magazine and there are a lot of readers who take the printed word for truth. There are severe socio-political ramifications. Needless to say, you have a great responsibility to ensure that messages delivered through your magazine are helping Indians share and value their culture while helping them achieve their dreams and goals.
- Atul V Mehta
CLAUDIA'S PALM
What a refreshingly honest perspective on marketing from Palm in the interview of Palm's Chief Marketing Officer Satjiv Chahil by Yogesh Sharma (siliconindia, April 2001, p.38). Chahil's attitude towards even the gaps in segmentation, is a lesson to other companies to be willing to adapt fast and build a strategy around unexpected opportunities (such as Claudia Schiffer). This is probably the first instance of a user-turned 'channel' becoming a remarketer of the brand. Now I want my Anthony Hopkins Palm!
- Angelo Fernando