GLOBAL MARKETING

CULTURAL, LEGAL AND POLITICAL

ENVIRONMENT
 THE QUESTION

 Explain the self-reference criterion (SRC), and ethnocentrism.

Using these two concepts give detailed explanations as to why
a number of locally popular Jamaican dance hall artists have
challenges breaking into international markets.
 OBJECTIVES
 Describe culture, beliefs, values and attitudes.
 Describe the self reference criterion.
 Highlight the advantages and disadvantages of the self reference criterion.
 Give scenarios of the self reference criterion and steps to avoid the self reference
criterion.
 Describe ethnocentrism.
 List the advantages and disadvantages of ethnocentrism
 Give scenarios of ethnocentrism in today’s society.
 Explain using the self reference and ethnocentrism concepts so to why many locally
popular dancehall artist struggle to emerge to international markets.
 CULTURE, BELIEFS, VALUES AND
ATTITUDES
CULTURE
 Culture refers to a society’s various ways of living that are passed
down or transmitted from one generation to another.
 Culture has both conscious and unconscious values, ideas l,
attitudes and symbols and can range from countries to specific
institutions.
 It includes the ideas, customs, and social behaviour of a particular
people or society.
 It encompasses a people’s religion, language, food and norms etc.
 CULTURE, BELIEFS, VALUES AND
ATTITUDES CONT’D
BELIEFS
 Beliefs are known to be the organized patterns or
knowledge that an individual holds to be true or factual
about the world.
 According to the Merriam Webster dictionary, it is the
state or habit of mind in which trust or confidence is
placed in some person or thing.
 These things may not be proven or have any evidence to
be true but is still seen as existent or true.
 CULTURE, BELIEFS, VALUES AND
ATTITUDES CONT’D

VALUES
 This is described as the enduring beliefs or feelings
that a certain mode of conduct is personally or socially
preferable to another mode of conduct.
 Values are a culture’s standard for discerning what is
good and just in society.
 They are embedded and critical for transmitting and
teaching a culture’s beliefs. 
 Values include: morals, social roles and rules etc.
 CULTURE, BELIEFS, VALUES AND
ATTITUDES CONT’D

ATTITUDES
 In culture, attitudes are the learned tendencies to respond
in a consistent way to a given object or entity.
 In psychology, an attitude refers to a set of emotions,
beliefs, and behaviors toward a particular object, person,
thing, or event.
 An individual's attitude shapes their habits and behavior
which can be negatively or positively.
 WHAT IS THE SELF- REFERENCE
CRITERION
 The Self-reference criterion was developed by James Lee in 1966.
 The self reference criterion refers to the unconscious human
tendency to interpret the world in terms of one’s own cultural
experiences and values.
 It is a notion whereas persons often believe that their customs or
culture is the best way or knows the best way to do things.
 This principle usually results in CULTURAL MYOPIA.
 ADVANTAGES OF THE SELF
REFERENCE CRITERION
There are a few advantages of the Self-reference criterion:
 1. It gives marketers an advantage while choosing among new ideas.
 2. It is less time consuming when making certain decisions.
 3. Helps to enhance the creativity and innovation of some
individuals.
 4. Products of better quality in adherence of the local taste may be
produced.
 5. It gives the marketer a way of sharing their culture to the global
market.
 DISADVANTAGES OF THE SELF
REFERENCE CRITERION

This criterion does come with a few disadvantages:

 1. It is very difficult to capture the specific demands of your
entire niche.
 2. If a marketer is too dependent on the criterion, they can miss
out on good marketing ideas.
 3. Niche segments cannot be addressed properly with heavy
reliance on the self reference criterion.
SCENARIOS OF THE SELF
REFERENCE CRITERION

McDonald’s in India Vicks VapoRub in Germany

 STEPS TO AVOID SELF-
REFERENCE CRITERION
 1.Define problem or goal of the home country’s cultural traits, habits
and norms.
 2. Define the problem or goal of the host country’s cultural traits, habits
and norms. Make no value judgments
 3. Compare and differentiate with local country and host country then
Isolate the SRC influence.
 4. Redefine the problem and solve the problem in the foreign market
without impact of self reference criterion.
 WHAT IS ETHNOCENTRISM

 Ethnocentrism is closely related to Self- Reference Criterion.

 The term was firstly defined by Ludwig Gumplowicz in the 1880s, then
later coined by William Graham Sumner in his Folkways (1906) and has
long served as a cornerstone in the social analysis of culture.
 According to Lars Perner, ethnocentrism is known to be the inclination
whether conscious or unconscious to regard one's own culture as superior
to others.  
 An ethnocentric company operates under the assumption that
headquarters knowledge and organizational capabilities can be applied in
other parts of the world and become successful.
 ADVANTAGES OF ETHNOCENTRISM

The advantages of the ethnocentric approach are:

 1.Overcomes lack of qualified managers in host country
 2. Creates a more unified culture between both the host and
home country
 3. It helps transfer core competencies.
 DISADVANTAGES OF
ETHNOCENTRISM

The disadvantages of the ethnocentric approach are:

 1. This approach may result in host country producing some
resentment to local or home country
 2. This approach may result in cultural myopia.
 3. This may lead to costly errors and consequences.   
SCENARIOS OF ETHNOCENTRISM
 DANCEHALL ARTISTS AND THEIR
STRUGGLE IN THE GLOBAL MARKET
 Both ethnocentrism and self-reference criterion can affect the music portrayed
by artists all over the world.
 Many artist believe that the beliefs and culture portrayed in their music may
be generally acceptable to markets and cultures all over the world.
 Dancehall artists tend to sing about unfavorable topics in their music which
suffocate them from entering the international market.
 The use of these unfavorable music also limits them from international
promotions or advertising since companies won’t want their products
associated with these music choices.
 Eg. Yahoo Boyz- Intence, Clip Tall- Iwaata
 CONCLUSION

 Culture, beliefs and values are all factors that may affect the production
and marketing of a product.
 Ethnocentrism and the Self-reference criterion goes hand in hand and
may have an adverse effect on global marketing.
 Ethnocentrism and the Self-reference criterion plays a major role in the
music produced by artists across the world such as many locally
popular dancehall artists.
 Many locally popular dancehall artists fail to emerge to international
market since they sing about unfavorable topics to other cultures.
 QUICK QUIZ AND RECAP

 1. What is the self- reference criterion?

 2. Briefly explain the ethnocentrism approach.
 3. Explain the effects that the self reference criterion and
the ethnocentrism approach have on global marketing.
 REFERENCES

 Gordon, J. (2021, July 19). Ethnocentrism- Explained. Retrieved from https://

thebusinessprofessor.com
/en_US/management-leadership-organizational-behavior/ethnocentrism
 MBA Skool Team. (2020, March 17). Self Reference Criterion Meaning, Importance &
Example. Retrieved from https://www.mbaskool.com
/business-concepts/marketing-and-strategy-terms/17931-self-reference-criterion.html
 Unknown. (2020, March 29) .What are some examples of self-reference criterion.
Retrieved from
https://www.reference.com/world-view/examples-self-reference-criterion-2276dbf0ad664
481
 Warren, J. , Green, M. (2008). Global Marketing Fifth Edition. United States of America:
Pearson Prentice Hall