Ethnocentrism free essay

Ethnocentrism and Cultural Relativism are two terms with great disparity that are viewed differently all over the country. As it is defined, ethnocentrism is the idea of judging another culture with comparison with one's own cultural point of view. In other words, it is the thought of being superior to divergent cultures.

The main concept of consumer ethnocentrism was developed by Shimp 1984. He established that the ethnocentrism is belief that it is moral/immoral to buy foreign products. Sharma, Shimp and Shin in 1994 confirmed consumer tendencies in overvaluation of domestic products. This was start and the begining of accepting a consumer

To answer that, one must understand what ethnocentrism is. According to Macionis (2004), ethnocentrism is “the practice of judging another culture by the standards of one’s own culture”. We are not born with culture; culture is a socially learned behavior, or set of values that a given groups holds as a norm and are considered to be true and right.

Multinational corporations are international corporations that deliver their services in several countries. They are foreign hence owned by people of different cultures while serving and employing locals of different cultures. Ethnocentrism affects multinational corporations on the way they make their strategies of operating in specific areas.