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https://www.um.edu.mt/library/oar/handle/123456789/94627| Title: | An alternative conceptualization of the self-reference criterion : an abstract |
| Authors: | Mills, Adam Caruana, Albert Robson, Karen Pitt, Leyland |
| Keywords: | Marketing -- Management Communication in marketing Communication in export marketing |
| Issue Date: | 2017 |
| Publisher: | Springer |
| Citation: | Mills, A., Carauna, A., Robson, K., & Pitt, L. (2017). An alternative conceptualization of the self-reference criterion : an abstract. Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress, France. 1387-1388. |
| Abstract: | Without realizing it, managers can often adopt their own cultural perspectives instead of those of the culture where they seek to market their products and services. Overcoming this natural perspective is seen as a critical element in achieving effective business adaptation as it enables the recognition of the uniqueness of foreign markets that may otherwise result in various manifestations of cultural conflict. Self-Reference Criterion (SRC) is defined as “the unconscious reference to one’s own cultural values” (Lee 1966: 106). |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/94627 |
| Appears in Collections: | Scholarly Works - FacMKSCC |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| An_alternative_conceptualization_of_the_self-reference_criterion_An_abstract(2017).pdf Restricted Access | 118.93 kB | Adobe PDF | View/Open Request a copy |
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