Dana is working in marketing department of a major fast food corporation that is looking to expand internationally and realizes that the company will have to adapt its menu and advertising to the needs and preferences to their new consumer market. Which management orientation approach is Dana taking?
A.
ethnocentric orientation
B.
polycentric orientation
C.
regiocentric orientation
D.
geocentric orientation
D. geocentric orientation
The management orientation approach that Dana is taking is D. geocentric orientation.
Geocentric orientation is an approach where a company views the world as a single global market and seeks to standardize its marketing strategies and adapt its products to suit the needs and preferences of consumers from various markets. In this approach, the company focuses on a global perspective and values local responsiveness. As Dana is working in the marketing department of a major fast food corporation that is looking to expand internationally and adapt its menu and advertising to new consumer markets, it indicates her adoption of a geocentric orientation.