The words) is an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. it is related to ethnocentrism, that is, the notion that people in one's own company, culture, or country know best how to do things.

Self-reference criterion (SRC)

Explanation:

The self reference criterion is the cultural values, experiences, and knowledge of the country a person has and conducts business according to the criteria above.

When running an operation in a country the operations are carried out with the cultural values, experiences, and knowledge of the country. This is how a business operates.

However sometimes this becomes an issue while doing business in another country. Business is conducted by keeping cultural values, experiences, and knowledge of their own country. This might create problems if the culture of the foreign country varies widely. This situation arises due to the unwillingness the  cultural values of the foreign as they think that their own country is the best.

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