"CAR or Self-Reference Criterion SRC". It is an unconscious reference to cultural values, experiences, and own knowledge as a basis for making decisions, then ethnocentrism occurs. That is, the notion that one's own culture or company knows the best way to do things (Keegan and Green, 2016).

THE SRC is considered as an obstacle to global marketing strategies. Experts say that results are enhanced in the global marketing strategy when companies are evaluated beyond their own CAR.

Instructions:

Define CAR ,research 3 global companies that have been victims of CAR. submit three global companies that have been victims of CAR (Self-Reference Criterion).Present all three cases concisely and accurately. Then lay out ideas of how it could have been avoided or provide solutions. Conclude with three final general recommendations, presents individual strategies for each case, and then some general recommendations applicable to companies.