A person who assumes that his or her home country is superior to the rest of the world is said to have an ethnocentric orientation.
An ethnocentric orientation is a bias or orientation toward one's own country, or the idea that doing business in one's own country is better. In an ethnocentric perspective, domestic operations are prioritized over overseas actions. International marketing initiatives are managed from the home country with an ethnocentric viewpoint. When the company's foreign sales are negligible when compared to its overall sales, an ethnocentric orientation is appropriate.
The ethnocentric attitude is frequently evident when native citizens of different nations feel superior to, more trustworthy than, and more dependable than their foreign counterparts. When deciding on the managerial process both domestically and abroad, ethnocentric ideas frequently come into play. In interactions with subsidiaries in underdeveloped nations and in industrial product divisions, there is a propensity for ethnocentrism.
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