The management orientation that views the home country as being superior to the overseas country, and believes that the marketing approach used in the home country should be applied to every other country is an example of a(n) ________ orientation.

Question

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Ethnocentric orientation is one in which a company's management believes that their own culture and country of origin is superior to that of other countries, and therefore, applies the same marketing strategies used in the home country to other countries without adapting to the local market conditions or customer preferences.

The Management Orientation That Views the Home Country as Being