Question

There are vast differences in local market needs in the consumer soft drink business around the world. TwinFold Media, a Canadian multinational advertising agency, specializes in the soft drink industry and uses a geocentric staffing approach. What advantage would the company gain by using this approach?
a. It allows all key management positions of a firm and its subsidiaries to be filled by parent country nationals.
b. It requires minimal documentation for hiring foreign nationals.
c. it tends to reduce cultural myopia and enhance local responsiveness.
d. It reduces the costs of value creation.

Answer 1

Answer: c. it tends to reduce cultural myopia and enhance local responsiveness.

Explanation:

A Geocentric staffing approach means that a company picks those that it views as the most suitable for a job regardless of the country they are from. This means that although the company is in Canada, they can hire a person from Sudan if they feel the person is suitable for the job in question.

The main advantage of this is that it reduces cultural myopia which is the tendency to belief that a person's culture i.e western culture, works across the globe. For instance, going back to the earlier example, a person from Sudan would most likely know more about norms in Sudan than a person from Canada.

This would ensure that the people hired, can respond effectively due to this reduction in cultural myopia.