View from Practice: Managing Effectively in Collectivist Societies: Lessons from Samba Schools and Dabbawalas

This article reviews the organizational values, recruitment, and reward policies of Brazilian samba schools and Indian dabbawalas to illustrate how their fit to local cultures results in greater productivity, engagement, and low turnover. American‐style management has spread worldwide, yet in emerging market countries such as India and Brazil, multinationals often struggle to motivate and engage their employees. The companies’ top ranks in these countries are usually dominated by English‐speaking, university‐educated elites who are comfortable with Western management techniques. But these managers can be, as the Comprador class was in seventeenth‐century China, strangers in their own land, implementing management techniques that feel foreign and inappropriate to their employees. The result is often low productivity, absenteeism, and unhappiness. However, there are organizations in both India and Brazil that achieve staggeringly high productivity and consistently strong engagement though unaware of mainstream management techniques. The samba schools of Brazil and the dabbawala lunch‐delivery system of Mumbai do this by working within local cultural norms rather than trying to impose foreign ideas about efficient management. © 2016 Wiley Periodicals, Inc.