Western brands that covet Eastern markets need to ditch conventional brand marketing and embrace Eastern psychology such as the Indian system of Chakras that combines physiology with spirituality
In 1993, Samuel Huntington, in his article 'The Clash of Civilisations?' for Foreign Affairs,proposed that: "At a superficial level, much of Western culture has indeed permeated the rest of the world. At a more basic level, however, Western concepts differ fundamentally from those prevalent in other civilisations. Western ideas of individualism, liberalism, constitutionalism, human rights, equality, liberty, the rule of law, democracy, free markets,...