In 1966, James Lee, presented a technique for working with cultural differences called the Self-Reference Criterion (SIC).
Cultural biases can impact a person’s decision making. This is because you unconsciously use your own cultural values, experiences and knowledge as a basis for decisions.
The SIC method requires you to:
- Initially define a business problem without giving much thought to the country you are doing business with.
- Define the same problem from the standpoint of the foreign culture you are doing business with.
- Then compare your unconscious biases with the foreign environment.
Learning Portfolio
Complete exercise 6 in your Learning Portfolio.
More stuff
Website
- Self Reference Criterion (SIC) introduction and illustrations.
- Example of SIC: In 2010, Forbes magazine listed Cleveland as the most miserable American city in which to live, especially in winter. This evaluation is an example of self-reference criterion based on the researcher's opinion and conceptions about life in that city - based on weather-biased assumptions rather than in terms related to crime and unemployment, for example.