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Welcome!

Introduction to international marketing

Dr. Satyendra Singh

Professor, Marketing & International Business

Conference Chair, ABEM Conference

University of Winnipeg, CANADA

s.singh@uwinnipeg.ca

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The International Model

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Culture: Self Reference Criterion (SRC) and Ethnocentrism

SRC: one’s own cultural values, experiences, and knowledge as a basis for decisions

Ethnocentrism: one’s own culture or company knows best how to do things

SRC and ethnocentrism impede the ability to assess a foreign market in its true light

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The obstacles

Meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign cultures

Relying on one’s SRC could produce an inadequately adapted marketing program

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Avoiding the obstacles

Define the goal in foreign-country cultural traits, habits, or norms, with natives of the target country. Make no value judgments.

Isolate the SRC influence on the goal.

Redefine the goal without the SRC influence.

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Isolating SRC from goal?

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Developing a Global Mindset

Tolerance of cultural differences

Understanding such differences and accepting and working with others

Knowledge of

Cultures

History

Market potential

Economic, social, and political trends

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Example of cultural differences and solutions

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The alternatives at the expense of creativity ?!

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More important� in luxury

��Clive Christian�Imperial Majesty�+ $200,000��

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Standardization/efficiency vs. innovation/creativity

https://www.cnn.com/2022/10/24/tech/eu-law-charging-standard/index.html

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In-Class Group Activity: 30-45 minutes

SRC and Ethnocentrism

Identify international brands (6 each for SRC and Ethnocentrism)

Explain how these brands overcame the SRC and Ethnocentrism challenges

Show advertisements to support your explanation for each brand

Prepare a 15-minute (Max) group presentation using PowerPoint Slides

Please e-mail the PPT slides at s.singh@uwinnipeg.ca and write “your group # and SRC/Ethnocentrism” in the subject line, so I could browse it before your presentation.