The Ethnocentric Bias: Why One Size Does Not Fit All in the World of Digital Communication

• Main Author: Netzley, Michael A.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Business and Corporate Communications; Communication Technology and New Media
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4610; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5609/viewcontent/The_Ethnocentric_Bias__Why_One_Size_Does_Not_Fit_All_in_the_World.pdf
• Institution: Singapore Management University

In this chapter Michael Netzley, PhD at Singapore Management University, discusses the opportunity to see beyond traditional markets. Asia is filled with diverse and fragmented markets, more so than we typically find in the West's mature markets. The larger social media conversation reflects values and market assumptions of these mature markets, and all too often the needs of Asia's many emerging markets go unrepresented. Professional communicators must stop relying on advice crafted within different market conditions and instead lead the way forward by producing solid research as the basis for data-driven communication decisions.