Gunther Home Products, Gmbh, a German manufacturer did not succeed in its international ventures because it used its domestic marketing mix "as-is" in foreign markets in addition to using the same domestic-centric approach to managing its foreign operations. Gunther Home Products' failure to understand host-country cultural differences that require different approaches to marketing and management is referred to as
A. cultural parity.
B. cultural myopia.
C. power distance.
D. cultural toughness.
E. cultural polarization.
Answer: B. cultural myopia
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