International marketing and culture

Self reference criterion SRC

• An unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
• One of the primary barriers to international marketing, particularly for those firms approaching international marketing first time.

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• the assumption that what is suitable for domestic market will be suitable for foreign markets too.
• the tendency of individuals, often unconsciously, to use the standards of one’s own culture to evaluate others.

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• Many Americans perceive more traditional or conservative societies to be “backward” or “unmotivated” because they fail to adopt new technologies or social reforms in order to preserve their traditional values.

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Diffusion of process. Adoption

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Task 5.5

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