Self-Reference Criterion and Ethnocentrism|Business
1.To what extent do you believe Self-Reference Criterion and Ethnocentrism played a role in Nestle leadership’s decision to enter the African market? Give examples.
*Note: Self-Reference Criterion (SRC) is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions. Ethnocentrism is the notion that people in one’s own company, culture, or country know best how to do things.
2. When considering the Pepsi in India case, what advice would you give Pepsi, given what you learned from the “Foreign Market Entry Timing” paper?
3. How could Gillette in Indonesia and MTC in Africa be aided by the “Marketing Malpractice” insights? Give examples and determine how you would go about framing your market offerings.
4. Using the article “International Marketing Research: A Management Briefing,” suggest how the knowledge therefrom could be applied to market the $100 Laptop.
