[49] .... In a world of personal capitalism, family objectives and business strategy are inseparabe. Similarly, familial and community-based networks of trust form the basis upon which family firms expand and perpetuate themselves. As a result of this interaction of family, business and community, the cultural characteristics of a society help to mould business practice, whilst the local standing and reputation of families form the basis of their firms' survival and prosperity. The symbiosis of family, business and cultural values is especially well illustrated in the case of the Hindu family mercantile enterprise in 18th century Bombay... the longevity of mercantile firms owed much to the collective responsibility for succession of the Hindu extended family. ...