Adjusting to Cultural Differences o Recognition of differences The self-reference Criterion is the basis of most international business problems Ethnocentrism regarding ones culture as superior to others Copyright 2001 by Harcourt, Inc. All rights reserved 3-18Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-18 Adjusting to Cultural Differences Recognition of differences • The Self-reference Criterion – is the basis of most international business problems. • Ethnocentrism – “…regarding one’s culture as superior to others