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What is the solution to the problem of self reference criteria?
Wiki User
∙ 15y ago
Self-reference Criteria In 1966, James Lee used the term to characterise our unconscious reference to our own cultural values. This can be very misleading when assessing countries/markets. There is the danger that the global marketer may assume that the foreign culture may respond as his own. He suggested a 4-step approach to eliminate our self-reference criteria: * Define the problem or goal in terms of your own culture, traits, habits and norms. * Define the problems in terms of the foreign culture, traits, habits and norms. * Isolate and examine your Self Reference Criteria. * Redefine the situation without your Self Reference Criteria and solve for the foreign situation.
Wiki User
∙ 15y ago
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