I n t e r n a t i o n a l M a r k e t i n g

Degree of Adaptation• Essential to effective adaptation– Awareness of one’s own culture and the– Recognition that differences in others can cause anxiety,frustration, and misunderstanding of the host’s intentions• The self-reference criterion (SRC) is especiallyoperative in business customs• The key to adaptation is to remain American butto develop an understanding of and willingnessto accommodate the differences that exist5-6