爲什麼中國人會學習印度企業文化?

Gopalakrishnan is not the only Indian author whose management book has found an audience in China. While there always was demand for books by Indian origin professors like Ram Charan and CK Prahalad in China, there is a marked increase in interest on Indian management practices.

Gopalakrishnan並不是唯一的自己的管理類書籍在中國擁有大量讀者的印度作家。雖然印度籍教授像是Ram Charan 和 CK Prahalad的書在中國一直是供不應求，但印度的管理實踐類書籍仍然有明顯的利潤上升空間。

"There is a lot of appetite for content in China and a lot of interest in management structures — both absolute as well as comparative studies," says Vivek Mehra, MD & CEO, Sage India, which signed an MoU with Central Compilation and Translation in 2010 to publish Indian books in Chinese and vice-versa. "The number of people who can access these materials in English is relatively low given the actual size of the population."

“在中國人們對於管理類書籍的需求量大，興趣度高——這是兩個相對獨立但又互相依靠的方面” Sage India 的總裁兼總經理Vivek Mehra說到，“可以讀懂這些方面的英語材料的人數和（對這方面有需求的）實際人數相比實在是太少了”，Sage India在2010年與中央編譯局簽訂備忘錄，允許Sage India出版中文版本的印度書籍，反之亦然。

So while English language editions of the books may sell in the larger cities, the demand for the Chinese editions are a lot more. Several factors have stoked Chinese readers' appetite for Indian management gyaan.

所以儘管因爲英文版本的書籍能在一些較大城市中賣出去，但是中文版本的需求量要多的多。一些因素也增加了中國讀者對於印度管理模式的興趣。

After being primarily focused on manufacturing, the last few years have seen a gradual, but perceptible shift in China towards services, entrepreneurship and building global brands— areas where India has more experience over China.

在製造業成爲人們首要的關注目標之後，最近幾年也見證了中國對於服務業，企業家精神，以及打造世界知名品牌的關注度的上升，雖然緩慢但是有目共睹，而在這些方面印度比中國更有經驗。

Industry watchers contend that given both countries are Asian emerging markets, there are likely to be more similarities in how business is done as compared to the USA or Europe. One of the earliest books to have a Mandarin edition was management consultant Rama Bijapurkar's Winning in the Indian Market: Understanding the Transformation of Consumer India, which was translated in 2008.

行業觀察家認爲，鑑於兩個國家同爲亞洲新興市場，與美國和歐洲比起來兩個國家的經商之道有更多的相似之處。最早被譯成中文的是2008年被譯成中文的《贏在印度：理解印度消費者轉變》一書，作者是從事管理顧問工作的拉馬•拜賈珀卡。

According to Bijapurkar, China is India's non-identical twin, which has investment but no consumption. "They are a bit bewildered by consumption and are interested in understanding what makes India tick. They want to hear the inside story about India told in an Indian voice," she says.

根據拜賈珀卡的看法，中國就像是印度的異卵雙胞胎，只有投資卻沒有消費。“他們對印度的消費模式感到手足無措，對弄清楚怎麼才能讓印度市場做出選擇很感興趣。所以他們想聽到從印度人嘴裏說出的關於印度的那些事。”

After the release of the book, she received inquiries from high-end product manufacturers who were keen on understanding how they can break into India. Sometimes, the curiosity can be traced to more mundane reasons.

書籍出版後，有高端產品製造商曾充滿興趣地向她諮詢怎樣才能將產品打進印度市場。有時候好奇心的產生只是因爲一些普通的原因。

Matthew Barney's book Leadership @ Infosys was translated into Mandarin and Barney believes his book isn't a manual on "Indian management per se" but about a company founded by Indians which was influenced by global leadership ideas. "In China, I suspect particular interest about Infosys comes from the beautiful campuses Infosys creates, including the development center in Shanghai that I haven't visited, but am told it is like Mysore," says Barney.

Matthew Barney的書《領導力-以Infosys爲 例》被翻譯爲中文 ，Matthew Barney認爲他的書並非簡單描述印度管理學本身而是講述了深受全球領袖思想所影響的印度人所創建一家公司。"我猜在中國，人們對Infosys公司特別感興趣原因是因爲Infosys所創造的美麗校園 ，在這其中就包括建在上海的發展中心，我從沒去過那 ，但有人 告訴我那裏和Mysore很像"Barney如是說.

Beryl Young at the Publishing House of Electronics Industry in China which published a local edition of Tata: The Evolution of a Corporate Brand says, "The reason why we were interested in this book is that we know Tata is the top corporation in still don't have much knowledge about Indian corporations, so we only published this one book about the most representative one."

來自出版 了本地版的<塔塔-企業品牌發展之路>的中國電子工業出版社的Beryl Young說道：“我們之所以對這本書感興趣，是因爲我們知道塔塔是印度最頂級的企業，現在 我們對印度的企業還所知甚少，所以我們才選擇出版這本最具有代表性的書 。”

Gopalakrishnan is not the only Indian author whose management book has found an audience in China. While there always was demand for books by Indian origin professors like Ram Charan and CK Prahalad in China, there is a marked increase in interest on Indian management practices.

Gopalakrishnan並不是唯一的在中國有着大量讀者的管理學著作的作者。過去，中國人對Ram Charan和 CK Prahalad這樣的印度裔教授的著作都有需求，現在中國對印度管理學實踐方面變的越來越感興趣.

"There is a lot of appetite for content in China and a lot of interest in management structures — both absolute as well as comparative studies," says Vivek Mehra, MD & CEO, Sage India, which signed an MoU with Central Compilation and Translation in 2010 to publish Indian books in Chinese and vice-versa. "The number of people who can access these materials in English is relatively low given the actual size of the population."

“在中國，人們對管理類書籍的愛好和興趣十分濃厚— —既包括絕對研究也包括比較研究，”賽捷公司在印度的市場總監兼首席執行官 Vivek Mehra如是說道，其在2010年與中共中央編譯局簽署了一份諒解備忘錄，以在中國出版譯爲中文的印度書籍，反之亦然。“考慮到實際的人口規模，能接觸到這類（管理相關）英語資料的人相對較少。”

So while English language editions of the books may sell in the larger cities, the demand for the Chinese editions are a lot more. Several factors have stoked Chinese readers' appetite for Indian management gyaan.

儘管在大城市中可能出售英文版的書籍，但對中文版的需求遠勝於此。多種因素促進了中國讀者對印度管理公司GYAAN（一家專業IT解決方案公司）管理教程的需求。

After being primarily focused on manufacturing, the last few years have seen a gradual, but perceptible shift in China towards services, entrepreneurship and building global brands— areas where India has more experience over China.

在以發展製造業爲重心之後，最近幾年人們看到中國朝向服務業漸進而顯著的轉型，在企業家精神和樹立全球品牌上，印度比中國經驗更爲豐富。

Industry watchers contend that given both countries are Asian emerging markets, there are likely to be more similarities in how business is done as compared to the USA or Europe. One of the earliest books to have a Mandarin edition was management consultant Rama Bijapurkar's Winning in the Indian Market: Understanding the Transformation of Consumer India, which was translated in 2008.

行業觀察家認爲，兩國都是亞洲的新興市場，與美國與歐洲的貿易方式相比，他們間可能具有更多共同點。最早的中文正式版印度管理類書籍是翻譯於2008年，市場顧問Rama Bijapurkar的暢銷書：《贏得印度市場：理解印度消費者的轉變》。

According to Bijapurkar, China is India's non-identical twin, which has investment but no consumption. "They are a bit bewildered by consumption and are interested in understanding what makes India tick. They want to hear the inside story about India told in an Indian voice," she says.

根據Bijapurkar的說法，中國有點像印度的非同卵雙胞胎，有投資但不消費。“他們對消費有點不知所措，而且對印度模式很感興趣。他們想聽聽印度人自己關於印度內幕的說法。”她如是說。

qAfter the release of the book, she received inquiries from high-end product manufacturers who were keen on understanding how they can break into India. Sometimes, the curiosity can be traced to more mundane reasons.

在書發行後，她收到了熱枕進入印度市場的高端製造商們的諮詢。有時，這種好奇可以被追溯至更現實的理由。

Matthew Barney's book Leadership @ Infosys was translated into Mandarin and Barney believes his book isn't a manual on "Indian management per se" but about a company founded by Indians which was influenced by global leadership ideas. "In China, I suspect particular interest about Infosys comes from the beautiful campuses Infosys creates, including the development center in Shanghai that I haven't visited, but am told it is like Mysore," says Barney.

Matthew Barney的書《領導力-以Infosys爲 例》被翻譯爲中文 ，Matthew Barney認爲他的書並非簡單描述印度管理學本身而是講述了一個印度人建立的深受全球領導理念影響的公司 的成長史。"我猜在中國，人們對Infosys特別感興趣是因爲Infosys公司所創造的美麗校園 ，在這其中就包括建在上海的發展中心，我從沒去過那 ，但有人 告訴我那裏和Mysore很像"Barney如是說.

Beryl Young at the Publishing House of Electronics Industry in China which published a local edition of Tata: The Evolution of a Corporate Brand says, "The reason why we were interested in this book is that we know Tata is the top corporation in still don't have much knowledge about Indian corporations, so we only published this one book about the most representative one."

Beryl Young 來自出版了本地版的<塔塔-企業品牌發展之路>的中國電子工業出版社說道；我們之所以對這本書感興趣，是因爲我們知道塔塔是印度最頂級的企業，現在我們對印度的企業還所知甚少，所以我們選擇出版這本最具代性的 .

Over the last five years, publisher Wiley has published over 500 books which have seen considerable traction in the Chinese market on the broad themes of leadership and modern management, emerging opportunities in Asia, consumer trends and finance and investment.

在過去的5年裏，出版商wiley出版了超過500本書，從這些書中可以看出，以領導力，現代管理，亞洲新機遇，消費趨勢，金融投資等廣泛 內容爲主題的作品，在中國市場有巨大的吸引力

Vikas Gupta, Managing Director, Wiley India, says, "As services have grown and Chinese brands have started going overseas, there was a need to learn more about how to do things. There is huge respect for Indian IT and finance and books on these topics tend to do well."

Vikas Gupta wiley iinddia公司德爾總經理 說道：隨着服務的增長和中國品牌逐漸走出國門，中國企業需要學習的東西也越來越多，印度在it和金融方面取得的成就是可敬的，所以 關於這個題材的書籍十分暢銷。