Changes in Ethnocentric/Geocentric Orientation by Business Students after Exposure to a One Semester Course in International Marketing


  • Robert L. Lorentz
  • Judy L. Maynard
  • B. Wayne Kemp


Academics and business leaders have sought to identify determinants of success in cross-cultural business operations; Perlmutter has long argued that geocentric rather than ethnocentric managerial values are essential. Following the logic that today’s business students are tomorrow’s business leaders, this paper reports the results of a pilot study of changes in students’ ethnocentric/geocentric orientation as a result of exposure to a one-semester course in International Marketing. Results indicate that geocentric values can be developed, or existing values enhanced. The paper suggests further questions concerning development of geocentric orientations in baccalaureate level business education.