Geocentric Orientation


A geocentric orientation (or world orientation) is based upon the assumption that there are similarities and differences in the world that can be understood and recognized in an integrated global strategy. It is a synthesis of the ethnocentric orientation (home country) and polycentric orientation (host country).

Regiocentric orientation or regiocentrism is an attitude toward internationalization with the focus on regional orientation.



  1. ^ American Marketing Association, AMA Dictionary.

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