In the year 2008, more than 1 million people acquired certification in IELTS (IELTS Press Release, 2008). Every year, more than 2 million people hailing from nearly 135 countries appear for IELTS (IELTS Press Release, 2008). Amongst them, a vast number of candidates happen to be from India. With the opening up of economy and the onset of globalization, every year a vast number of Indian citizens, aspiring to study or immigrate abroad, appear for IELTS (McDaniel, 2004). Considering the fact that a majority of these candidates give great importance to this test, owing to its pivotal role in the achievement of their career goals, setting up a chain of IELTS coaching centers in India stands to be a very positive business proposition.
A majority of the employees recruited for this venture will be Indians. This is because they are apt to possess the local cultural competencies, which will go well with the Indian customers. Hence, awareness of cultural dimensions and characteristics will play a pivotal role in the chalking out of an effective business strategy in India. However, as IELTS is a test with an international appeal, care will be taken to introduce at least one native English speaking teacher at each center. The planning and administration will be such as to show sensitivity for the cultural norms and values of the Indian employees and customers. Specific effort will be made to make decisions guided by the insights gained into the values and attitudes of Indian employees.
Locations: Due to strategic reasons, the first five coaching centers will be started at New Delhi, Kolkata, Mumbai, Chennai and Chandigarh. The reason is that these cities stand to be urban and economic hubs in India. The employees here will be more likely to be open to cultural convergence. The value system of administrators and employees recruited from these places are more probable to be in consonance with global values and norms. They will be more willing to customize their