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Reviewed by Pikasho Deka for Readers' Favorite
Globalization has ushered in an era of previously unseen levels of trade in goods and services among different nations. However, every local community around the world has its own cultural niches and norms. Born to South Asian immigrants, Muraly Srinarayanathas possessed an entrepreneurial mindset from a young age. In Between Borders, Beyond Boundaries, the author shares his entrepreneurial journey and offers a unique "third culture" perspective to help business leaders and organizations nurture authentic connections and understanding of markets in local communities and cultures from other parts of the world. Acclimatize yourself to a new culture or community with the three-step EIA method, which includes embedding in the community, interpreting cultural nuances, and acting on local insights. The author also calls for a need to assimilate Western and Eastern schools of thought to build a globally vibrant economy.
Whether you're a corporate executive, an aspiring entrepreneur, or a seasoned business owner, Between Borders, Beyond Boundaries will help you lead your organization to success with a deeper understanding of consumer behaviors from a global and local perspective. Muraly Srinarayanathas presents personal anecdotes and case studies to ensure readers fully grasp the EIA method by demonstrating its practical applications and impact on businesses in diverse markets. The author encourages corporations to transcend the boundaries of Western-oriented thinking and embrace and nurture local cultural norms and nuances to penetrate new markets, especially in places such as Asia. This book is a celebration of diversity and different practices in the business world on the global stage. Srinarayanathas has a personable writing style that is engaging to the reader. I found the book both educational and inspirational. Highly recommended!
