Jeff, who is from Texas, has taken a job in Hong Kong. Last week, he was confronted with a personnel issue and resolved it by saying, $$In the United States, you would be given one warning and then fired for this type of behavior.$$ Jeff did not take into account that company standards might differ in Hong Kong and the employee was acting appropriately. Which obstacle to international marketing does this demonstrate?

collectivism

self$-$reference criterion

tragedy of the commons

individualism

marketing myopia