08 Dec To what extent do you believe Self-Reference Criterion and Ethnocentrism played a role in Nestle leadership’s decision to enter the African market?
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1. (20 points) To what extent do you believe Self-Reference Criterion and Ethnocentrism played a role in Nestle leadership’s decision to enter the African market? Give examples.
*Note:
Self-Reference Criterion (SRC) is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.
Ethnocentrism is the notion that people in one’s own company, culture, or country know best how to do things.
2. (30 points) When considering the Pepsi in India case, what advice would you give Pepsi, given what you learned from the “Foreign Market Entry Timing” paper?
3. (50 points) In your opinion, what were the 3-4 most meaningful concepts from the article “Marketing Malpractice?” Chose three cases from those we’ve studied in International Marketing (Pepsi, Gillette, Wal-Mart, MTC, Colgate, IKEA, $100 Laptop, or even Nestle), and describe how you would apply the concepts from the article.
a. Most meaningful concepts from Marketing Malpractice.
b. Case 1 application of concepts.
c. Case 2 application of concepts.
d. Case 3 application of concepts.
4. Extra Credit: (10 points) Using the article “International Marketing Research: A Management Briefing,” suggest how the knowledge therefrom could be applied to market the $100 Laptop.
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