When management moves to integrate and coordinate activities on a regional basis, the decision reflects an ethnocentric orientation.

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An ethnocentric orientation means that a company believes its home country's way of doing things is superior to others and imposes them on other countries. Moving to integrate and coordinate activities on a regional basis reflects a geocentric or global orientation, where the company takes into account the similarities and differences between different regions and adapts to local market conditions.

When Management Moves to Integrate and Coordinate Activities on a Regional