Brett, who is from Ohio, has taken a job in Thailand. Last week, he was confronted with a personnel issue and resolved it by saying that "In the U.S., you would be given one warning and then fired for this type of behavior." Brett did not take into account that company standards might differ in Thailand and the employee was acting appropriately. Which obstacle to international marketing does this demonstrate?

Question

Quizplus · Accepted Answer

Brett's approach demonstrates the self-reference criterion, which is the unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. He assumed that the norms and rules from his home country (the U.S.) applied in Thailand without considering local practices and standards.

Brett, Who Is from Ohio, Has Taken a Job in Thailand