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The IUP Journal of English Studies :
Dynamics of `Cultural Universals': An Approach to the Novels of John Steinbeck
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While many senior executives continue to talk about the "voice of the customer," few demonstrate their commitment to this concept by spending time with customers. Many continue to use their intuition or `golden gut' in their attempt to provide superior customer value. Unfortunately, `senior executive intuition' is rarely attuned to the needs of their customers. While the competitive environment continues to intensify, executives have cut back on the time devoted to customers just when it should be increasing. This article discusses the need for senior executives to spend time with customers and provides examples of the benefits that this approach will provide.

 
 
 

There is a common tacit agreement about America as a nation of hard-headed practicalists devoted to `bitch-goddess success'. The excessive obsession of the typical American adult with material success turned him into a worshipper of the dollar. But the sensitive writer has run counter to such obsession and argues for ethical values. John Steinbeck, the Nobel Prize-winning American novelist, aligns himself with the idealist tradition in American imagination. In this idealist engagement, Steinbeck has drawn on the Indian metaphysical explorations in the Vedas and there are remarkable "cultural universals" analogous with the thoughts of Adi Sankara, and even, the advice of Vidura in the Mahabharata. It is this concern of Steinbeck for the higher values in human endeavor that endears him to the Indian readers and ensures a durable niche for him.

Through a common tacit agreement, as it were, America is considered a land of hard-headed practicalists, entirely devoted to the pursuit of what William James once called "bitch-goddess success." The vulgar, meretricious image of the American, symbolized for the layman and the initiated as well by the Hollywood flicks, is that of the worshipper of the dollar. In America, as Max Lerner put it, "the indices of belonging are belongings." It is generally agreed, in the words of Winifred L Dusenbury, that "personal success is the universally recognized goal of its (America's) people." The archetypal American hero, one meets in the pages of the novels of Horatio Alger Jr, plunges into the maelstrom of city life, capitalizes on one of the myriad opportunities and by his own pluck and luck reaches the top of the economic heap.

Even Theodore Dreiser declared that pecuniary and sexual success were the values of the American society and that those were his values too. Like his 19th century counterparts, Dreiser also committed the blunder of confusing pursuit of success with pursuit of happiness. He was almost obsessed with the desire for material and social supremacy.

 
 
 

Dynamics of `Cultural Universals : An Approach to the Novels of John Steinbeck, common tacit agreement, hard-headed practicalists, bitch-goddess success, Indian metaphysical explorations, cultural universals, human endeavor, economic heap, social supremacy.