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Long-term versus short-term orientation** refers to the extent to which members of a culture are willing to accept delayed gratification of material, social and emotional needs. Long-term orientation encourages virtues oriented towards future rewards. Short-term orientation promotes virtues related to rewards at the present time. Thrift, perseverance and patience are major virtues in long term orientation societies. These qualities affect the way people are willing to change well established behavioural patterns and affect people’s perception of time and waiting | Long-term versus short-term orientation** refers to the extent to which members of a culture are willing to accept delayed gratification of material, social and emotional needs. Long-term orientation encourages virtues oriented towards future rewards. Short-term orientation promotes virtues related to rewards at the present time. Thrift, perseverance and patience are major virtues in long term orientation societies. These qualities affect the way people are willing to change well established behavioural patterns and affect people’s perception of time and waiting | ||
- | Another crucial aspect is of **Communication**. India is hampered by illiteracy and language variety. Some 35% of the population is illiterate and the percentage rises to 46% among the women. Hindi is the principal official language but the Indian Constitution recognises another 17 official languages. This is a crucial statistic since words and their associative meanings play a crucial role in the Indian context. | + | Another crucial aspect is of **Communication**. India is hampered by illiteracy and language variety. Some 35% of the population is illiterate and the percentage rises to 46% among the women. Hindi is the principal official language but the Indian Constitution recognises another 17 official languages. This is a crucial statistic since words and their associative meanings play a crucial role in the Indian context. |