Balancing tradition and modernity: the dynamics of regional homophily in business strategy

Learning outcomes Regional homophily: Cultural identity can help a business at one time and, in another context, can also be limiting for the business. Intergenerational conflict: The case highlights the varied forms of conflicts that arise with the arrival of the succeeding generation in the family business. Business strategy evolution: The case demonstrates why business strategies should not be strict but should have the ability to evolve with time. Balancing tradition and modernity: The case prepares the reader to understand that the strategies used by family businesses in the Global South (particularly in India) require a balance between traditional values and modern strategies. Case overview/synopsis This case study aims to demonstrate the convergence of homophily and business. By focusing on this Pahadi Zewar House, this case study aims to demonstrate how “identifying” with a specific region (i.e. Kumaon) contributes to the development and everyday operations of a business through regional homophily. Such regional preferences have undoubtedly helped the enterprise grow, but now they also pose difficulties for the owners considering business expansion. This case study illustrates how “ascribed” markers (such as hailing from the same region) influence a business’s operations. Complexity academic level This case study is suitable for students enrolled in MBA and advanced graduation courses. Supplementary material Teaching notes are available for educators only. Subject code CSS11: Strategy.