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Tinder in India? Culturalist versus Institutionalist perspectives

Tinder's success in India is typical of a cultural weirdness. How could a dating app succeed in a traditional society where family pressure does not allow multiple couple experiences before marriage? The question also divides Indians' opinion.
This is a wonderful terrain for testing intercultural management theories!

Objectifs pédagogiques
- To give a concrete illustration of the challenges that can meet a global start-up company, with a global product when they face local cultural obstacles.
- To question the culturalists' approach that is not favorable to Tinder in India.
- To push participants to research the complex context of marriage and dating in India, to assess the legitimacy of their sources, and to properly prepare references.
- To evaluate different knowledge and capacities in the field of international management.
Global company - Start-up - Cultural and institutional distances - Statistical approach of culture - do's and don'ts approach - Stereotypes - Levels of culture - Regulative context - Normative context - Cognitive context - International marketing survey
This case could be used at the bachelor, or master level as an illustration in intercultural management, or international marketing classes.
Secteur d'activité
Mobile App
Caractéristiques particulières
- PPT: debriefing with the main elements of the answers for discussion (10 slides)
Livraison par lien de téléchargement
3h00 (1 to 9 sessions of 3 hours)
Oui (33 pages) - incluse

Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
* Usage illimité pour un campus sans limite de nombre d'étudiants.