People tend to see other cultures from their own point of view. They accept their own culture and its ways as the norm; everything else seems foreign, or even mysterious. This chapter described an approach called self-reference criterion (SRC), which is the tendency to view other cultures through the lens of one’s own culture. How would you go about defining the nature of SRC? Suggest an example of how it could emerge in an international context.

Explain the possible problems in this approach in the context of international business operations and outline the importance of the concept of SRC for a firm planning to enter international markets for the first time. L01