The major reason for failure of businesses in foreign environment's has been the Self-Reference Criterion adopted by researchers in defining the problem in a foreign country.

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The Self-Reference Criterion refers to the unconscious reference to one's own cultural values, experiences, and knowledge in defining the problem or situation in a foreign environment. This can lead to incorrect assumptions and failure to adapt to local cultural and business practices, resulting in business failure.

The Major Reason for Failure of Businesses in Foreign Environment's