Aug. 25 – “A Westerner who goes to India has all, but gives nothing.India has nothing, but really gives it all,” wrote director Pier Paolo Pasolini in the 1960s. Today, the Asian giant has so much to give, not only in terms of cultural and spiritual wealth, but also in economic terms. It is no coincidence that the Modena and Reggio Emilia universities and local companies now look to India for their internationalization paths. And a new Memorandum of Agreement between Unimore and Amity University in New Delhi strengthens the relationship with the creation of a Summer School to better understand the socio-economic and cultural life of the country. “The Indian market – says Tiziano Bursi, Professor of International Marketing at the University of Modena and Reggio Emilia – for its size and development potential, is one of the most visited destinations by Emilia manufacturing firms. It’s a very specific market with regard to structures, rules and competitive logics. These traits represent as many barriers in terms of both physical and cultural distance. The latter can be shortened only by a good knowledge of the market, a stable presence and an effective integration within the local context. This ‘setting’ process starts with our businesses hiring people who know the market and how to operate in it.
