causes people to view other cultures in terms of their own and disregard the beneficial
characteristics of other cultures, it can seriously undermine international business projects.
In fact, ethnocentricity played a role in many stories, some retold in this chapter, of companies
that failed dramatically when they tried to implement a new business practice in a subsidiary
abroad. The failures occurred because managers ignored a fundamental aspect of
the local culture, which provoked a backlash from the local population, their government,or nongovernmental groups.