Both the ethnocentric and geocentric approaches to international marketing advocate the concept of ________.

Question

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The ethnocentric approach to international marketing suggests that products and practices successful in the home country will also be successful globally, leading to a strategy of standardization. Similarly, the geocentric approach, which combines elements of both ethnocentric and polycentric views, advocates for a global standardization of marketing strategies to optimize efficiencies and effectiveness across regions. Both approaches, therefore, advocate the concept of standardization.

Both the Ethnocentric and Geocentric Approaches to International Marketing Advocate