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4 - The Alliance of the Disillusioned

from Part I - Nationalism and Competitive Dynamics

Published online by Cambridge University Press:  27 October 2022

Christina Lubinski
Affiliation:
Copenhagen Business School
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Summary

Chapter 4 traces how the German firms, big business and bazaar exporters alike, reentered India after World War I. It shows how the postwar situation triggered a joint sense of victimhood among Germans and Indians who both felt mistreated and exploited by the British, laying the groundwork for a mental map of nationalism that highlighted their parallel history. Both Germans and Indians experimented with new sensemaking offers, among them the bold idea of an Indo-German “Aryan” community that claimed a joint heritage of both people. However, this “identity work” required constant effort and investment. And, many of the Indian suggestions seemed too audacious for most German businesspeople to approve. While they often advocated political neutrality towards the goals of the Indian Independence movement and other independence movements around the world, they also took notice of the similar national aspirations of countries, which otherwise had little in common and started discussing them as a cluster.

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Chapter
Information
Navigating Nationalism in Global Enterprise
A Century of Indo-German Business Relations
, pp. 95 - 124
Publisher: Cambridge University Press
Print publication year: 2022

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