Ethnocentrism is the presumption that the way of life of one's own gathering is correct, good and judicious, and that different societies are substandard. Since ethnocentrism is frequently an oblivious conduct, it is justifiably hard to avert ahead of time. At the point when gone up against with an alternate culture, people judge it with reference to their own principles, and make no endeavor to assess the new culture from the host nation's perspective. Such a conduct is likewise portrayed by specific listening and esteem judgment, seriously affecting the nature of the correspondence. Most people have the propensity to pursue ethnocentrism. Americans, Japanese, Chinese, Germans, French, Scandinavians, and Russians are more prone to ethnocentrism than other cultures . when compared to other Asians, Latin Americans, British, Australians, Africans and Indians.It is easy to say that ethnocentrism only affects the bigoted or those ignorant of other cultures, and so is unlikely to be a major factor in one's own business communication. Yet difficulties due to a misunderstanding of elements in cross-cultural communication may affect even enlightened people. For example, an American company will have difficulties entering a foreign country if the country is highly ethnocentric and does not look at American companies favorably. For instance, an employee may refer …show more content…
Parochial attitude refers to a person's incapability to see cultural diversity. This is exactly the reverse of ethnocentrism. Managers who are sent overseas frequently meet people who are also dressed in suits and speak their language - this prompts them to disregard all other cultural differences and make them feel that all others are "just like us". In today's business globe, most people are apt to dress similarly - in suits or other formulas and talk in English, but this does not indicate that all people have the same culture, but people often only see the surface and think that the other person shares the same cultural values. If managers fall into the trap of ignoring others' values and customs and rigidly applying an attitude of "ours is better than theirs" to foreign cultures, they'll find it difficult to compete with other organizations around the world that are seeking to understand foreign customs and market