How can resistance to cultural change influence product introduction? Similarities to domestic marketing?
Ethnocentrism refers to when we behave in an ethnocentric way, meaning there is an exaggerated tendency to believe our own values/norms/culture are superior to those of others. It is a concept which complicates the process of cultural assimilation.
With the resistance in mind, there are two ways for marketers to introduce an innovation. Either one waits for the right moment, or one enters and causes an immediate change in culture. Cultural change can occur if a innovation has advantages, but requires a culture to learn new ways to benefit from these advantages.