Scott, a Manager at the Rome, Italy, Store of an American-Owned

Scott, a manager at the Rome, Italy, store of an American-owned clothing company, understands the differences and similarities between American and Italian customers, customs, culture, and practices. As a result, Scott uses his understanding of Italian culture, tastes, and business practices to help him market his products to Italian customers in Rome-and he uses his understanding of American culture to sell his products to American tourists who are visiting Rome. Scott is an example of a geocentric manager.