INTERNATIONAL MARKETING CHALLENGES- SELF REFERENCE CRITERION (original) (raw)

2015, IJMBE

International marketing is gaining high importance nowadays as the businesses around the globe are able to reach every corner of every state in the age of technology. There are many challenges that proper international marketing faces that need to be adressed. Many factors take place in negotiations and business practices that are not always within the marketers reach. There are controllable factors as well as uncontrollable ones. The uncontrollable factors are related to the host country practices and burocracies. Among the controllable factors there are factors that are related to Self Reference Criterion (SRC) and ethnocentrism. These two amongst others are damaging factors to international trade and challenges that every marketer must face. In this paper SRC and ethnocentrism effects are studied. Keywords:International Marketing, Globalization, International Trade, Trade Barriers, Self Reference Criterion, Ethnocentrism.