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!

- 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.

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- PPT: debriefing with the main elements of the answers for discussion (10 slides)

Année de la problématique : 2017

Livraison : Livraison par lien de téléchargement

Nombre de pages : 4

Temps d'utilisation : 3h00 (1 to 9 sessions of 3 hours)