4 C's, Communication, Commerce, Connectivity, Culture: Implications for Business and Society

Abstract

Culture is basically the way of living day to day life by the people in society. It is essentially concerned with the ideas, beliefs, customs, traditions and social behavioral pattern of people. Culture is a fabric of relationships connecting the people in groups. Indian culture is unique in the universe since long time, having multicultural diversity with collectivism. Historically Indian culture is based on some fundamental principles like loyalty, diversity, hierarchical, harmony and sensitivity. These fundamentals of Indian culture lead towards togetherness, independence, respect for others and welfare of all (Vasudaiva Kutumbakam). However this Indian culture is being diluted during the modern era due to various forces like commercial (business) forces, aggressive religious forces, anti-social forces at the global level. And all these forces are for self-benefit rather than for the welfare of the society as a whole. Modern culture is based on excessive exploitation of resources and exploitation of situations to win benefits and welfare of the society. There a need in this present situation to preserve Indian culture for the welfare of future generations and to save the planet.