Global Marketing & Ethnocentricity
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1. How closely entwined are values and ethnocentricity?
2. How can this relationship hinder global marketing strategy effectiveness?
3. What can be done to limit, constrain, or eliminate the effects of ethnocentricity?
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Solution Summary
This solution addresses the questions related to issues on global marketing, such as the relationship and impact of values and ethnocentricity. Supplemented with related articles.
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1. How closely entwined are values and ethnocentricity?
They are closely entwined, as culture is about values, and ethnocentricity is about culture. For example, ethnocentrism (Greek ethnos ("nation" + -centrism) or ethnocentricity is defined as the tendency to look at the world primarily from the perspective of one's own culture. Many claim that ethnocentrism occurs in every society; ironically, ethnocentrism may be something that all cultures have in common.
en.wikipedia.org/wiki/Ethnocentricity.
The word culture, on the other hand, comes from the Latin root colere (to inhabit, to cultivate, or to honor). In general, it refers to human activity based on certain value, beliefs and attitudes held by that group of people; although different definitions of culture reflect different theories for understanding, or criteria for valuing, human activity. en.wikipedia.org/wiki/Culture. However, common to all definition, as a society becomes acculturated with the values and beliefs of one's culture, one perceives the world and behaves based on the cultural knowledge and values shared by a society (ethnocentricity). Therefore, values are culturally based, and ethnocentricity is the tendency to use these cultural values to interpret and interact with the world. They are very entwined.
For example, let's assume that a culture valued small economic vehicles. Obviously, a marketing strategy involving the sale of large expensive vehicles would probably not be effective, mainly because of tendency of ...
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