Sunil Unni talks about increasing export potential through understanding global culture

Sunil Unni, executive director of Arun Art, conducted a presentation on Cross Culture Code Switching which explored the dynamics of how Indian print firms can increase their exports through better understanding of the culture in which they intend to do business.

25 Feb 2012 | By PrintWeek India

Unni said, "Indian print firms face a critical practice challenge when it comes to the ability to function effectively across national cultural boundaries. In this increasignly interdependent global economy, it is important that instead of operating exclusively within the cultural setting in which they are born and raised they should function approproiately in a wide variety clture."

Unni described the posible ways like "colour code acceptance, knowing about the superstition of numbers related to that region, exploring the conflicts related to individualism and collectivisim, adaptation in single interactions and how emotions influence the process, and control hand gestures ."