BUSINESS ADMINISTRATION IN INDIA

Introducing a Book:
Business Communication: Developing Leaders for a Networked World
(Third Edition, Kindle Edition)
by Peter W. Cardon

M. S. Thirumalai, Ph.D.

Courtesy:
https://www.amazon.com

Politeness is an integral part of communication in Indian communities. Traders, shopkeepers and businessmen and businesswomen are usually considered to be more polite in their communication. These people look for a profit-making and this demands from their traditional point of view, a polite manner of verbal as well as nonverbal communication. Indian languages offer various structural devices to express politeness. For example, Tamil speakers often prefer to use second person plural marker in their speech when they address their customers. However, age (and the gender) of the person who is addressed in this direct communication also plays an important role. Young individuals may or may not be addressed with second person plural marker which carries greater respect shown to the person being addressed. The physical appearance of the customer (showing the socio-economic status of the person) is also an important factor. Even though one uses appropriate terms of address and reference, the tone with which individuals are addressed and referred to play a very crucial function! In any case, in all levels of business – from street corner shops to stores in the main bazar to the stores in the mall, etc. – communication between them and with their customers is traditionally expected to be cordial, polite, with willingness to accept bargaining to some extent. Face to face bargaining in the shops is losing its ground with the introduction of labeling and billing the price, etc., with MRP (maximum retail price) and so on.

Modernization of business and the introduction of electrical devices, etc. do not reduce the importance of polite communication. In fact, there is more insistence on equity in communication in companies, corporations, offices, schools and colleges and the stores in the Mall.

Communication does not revolve only around politeness, etc. It demands clarity of what is intended to be communicated. Business communication has become an important field to master for all involved in business administration and direct business activity. The level of status one occupies in a company or the type of activity one is engaged in is not relevant here: everyone in business administration or activity must do their best to master business communication.

Business Communication: Developing leaders for a networked world by Peter W. Cardon is an excellent tool to master business communication in modern context. However, the book does not offer Indian examples, and so it becomes necessary for the teachers and readers to closely observe Indian situations and come up with suitable examples. Concepts and examples offered in the book can be applied in different types and levels of businesses and business administration.

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M. S. Thirumalai, Ph.D.
msthirumalai2@gmail.com

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