PTI

New Delhi, Aug 6: Can the mouth-watering jalebi orchestrate global business? The uniform taste of the sweetmeat from its central form to its irregular extremities is worth imitating for any organisation's smooth functioning, says a new book.

"A jalebi connects at different fragile points to get bigger and bigger. The moral fibre in any country or any corporate culture can also grow when thought is not confined within the box," writes Shombit Sengupta in "Jalebi Management", a provocative out-of-the-box management book based on critical social observation.

The book demonstrates how today's business organisations need to be sensitive to the nuances of global social culture to bring about quantum growth.

With scientific analysis of elevated emotion, Sengupta shows how to tackle tomorrow's competitive business world and win markets with a "creative strategy" in both economically- emerging and developed countries. In this book, he creates a vision of symbiotic relationship between industry and people, where in both coexist in harmony and thrive in each other's presence.

"The jalebi represents the sweet desire of a billion plus people of India, about 60 per cent of whom are below 20 years of age. Representing this melting pot of multiple cultures, languages, religions and food, India is a future global power that can impact global business in a big way.

"Associating the jalebi with business may provide a divergent perspective to understand the universe in a different way. The core of this jalebi management recipe is the blend of the ocean of humanity with industry," he writes.