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1 results

  • 4 - The Alliance of the Disillusioned

  • from Part I - Nationalism and Competitive Dynamics
  • Christina Lubinski, Copenhagen Business School
  • Book:
    Navigating Nationalism in Global Enterprise
    Published online:
    27 October 2022
    Print publication:
    03 November 2022, pp 95-124

  • 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.