•National culture was the dominant culture because of consumer’s low levels of international exposure. Therefore greater need to cater to domestic tastes.
•Decentralization was viewed as a source of strength as it allowed matching of product offering with local requirements.
•Inefficient/inadequate logistic and communication infrastructure for international distribution.
•Local culture was considered best for managing local markets – hence autonomy.
•Due to high trade barriers (tariffs) it made better sense to produce locally.