Opinion How the West has won

Why are Western business models so sustainable? You may argue that there’s been a fall in the last few years. But it’s not been as disruptive as the 1930s which led to World War II,post which they returned with invention after invention that have dramatically changed the world.

Since Medieval times,European monarchs and the Church have sought power for achieving comfort. A Roman Emperor’s first priority on conquering a new state was to establish a highly efficient water supply system. Just imagine how many thinkers,engineers,and workers had to work at that time to construct 220 metres high brick structures surrounding a city for water supply. When life was becoming boring,Europeans went in for world discovery. With a handful of people sailing the high seas,they’d land their ships in different continents and gain enough control to rule over native populations. Dominating different countries,they strategically plundered civilisations,became opulent,considered themselves superior and started slavery. Such experience seasoned them on how to enslave,handle or use manpower across the globe for enriching themselves. History says the Chinese explorers discovered North America 69 years before the Europeans did. But they did not invade the country,they merely observed like a tourist and left. Church was the roadblock: But European inventors did not accept having an easy time at home. Art,science and invention had to fight the Church that disallowed activities not sanctioned by Church authorities. But thinkers defied nature and pressed science and engineering to make incredible inventions. Every century is marked by the kind of shift inventions brought about. The 19th century is represented as the mechanical era,the 20th century brought in the electronic era which shifted to digital technology in the 21st century. Tomorrow they will reverse science to bring alternative solutions to protect the very world they are destroying with wars and environmental pollution. Why and how do they do that?

Action oriented: Western philosophy being rooted in the here-and-now is very action oriented. Every individual wants to accomplish everything in his/her short lifespan of 70 years average. The objective is always to go against nature,disrupt what’s become acceptable,to change the human living condition in search of a new height of mental or physical comfort. Europeans in Europe were never allied,they were parochial. Even today,all European countries live their own culture,but came together with the Euro currency to protect being swamped by American and Asian economic power.

When European immigrants went to America,it is possible they created the melting pot of invention translated to business in North America,and revolutionised science and technology. This multi-blend and experienced American society created the business frameworks we use today. They devised the business culture,branding to handling large scale businesses and globalisation. History says that it was very difficult to align the two Allied Army Generals,Montgomery with Eisenhower,in World War II. Their commanding styles were totally different. But coordination was possible only because General Eisenhower was an open-minded American.

Most of the famous American and European global brands have a strong legacy of fundamental or applied innovation or renovation drive. The reality,which I have experienced in Western society,is that renovation means “I change myself” while innovation or invention means “I change the world.” The Japanese and Koreans rigorously followed the Western business process and made a dent in the world with excellence in delivery execution. In the ‘70s and ‘80s,Europeans used to caricature Japanese brands as copy-masters. But Japan or Korea never presented themselves as inventors; they proved they were best in the world at execution. When you compare Indian origin enterprises with such references,are there any gaps that need addressing? You often hear of enterprises restructuring or rebranding,but very often this is a feel good exercise,not quite driven for global business requirement. When multi-conglomerate corporations say they are getting ready for globalisation,how is it possible to do so without first defining their core? They try expanding into new verticals without having that core competency to grab the emerging opportunity. It’s not always possible for any business to run merely by investing money and hiring professionals. Till today,leading corporations in the world who drive the trend are all uni-focused on their core,whether it’s Microsoft,Google,Wal-Mart,Apple,Toyota,IBM or Accenture. Will unsynchronised Indian conglomerates be able to sustain the effect of being a conglomerate in front of global specialists in each domain? Will their next generation of the business family have the capacity to run a conglomerate,or want to do so?

Shombit Sengupta is an international creative business strategy consultant to top management. Reach him at http://www.shiningconsulting.com