Question: Reference to one's own cultural values or self-reference criterion (SRC) can create cultural myopia. It can consciously or unconsciously create considerable problems for marketing professionals.

Reference to one's own cultural values or self-reference criterion (SRC) can create cultural myopia. It can consciously or unconsciously create considerable problems for marketing professionals. Using Walt Disney building a theme park in Malaysia as an example, address the problem of cultural myopia, using a systematic framework. (25 marks)

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