What is meant by ethnocentric orientation?

Ethnocentric orientation refers to the viewpoint where an individual or organization views their own culture as the central point of reference when interpreting other cultures. This means that people with an ethnocentric perspective tend to assess and judge other cultures through the lens of their own cultural norms and values, often believing that their own cultural practices are superior. This orientation can lead to misunderstandings and difficulties in international business settings, as it may prevent individuals from fully appreciating or understanding the nuances and values of different cultures.

In contrast, the other options highlight different concepts that do not align with the idea of ethnocentrism. Evaluating cultures based on objective values suggests an impartial assessment that goes beyond personal beliefs, while promoting cultural diversity focuses on embracing and valuing differences among cultures. Adapting communication styles entails tailoring interactions to suit various cultural contexts, which is a more inclusive approach than the ethnocentric orientation.