How can international business people avoid relying on the self-reference criterion when dealing with people from other culture?

International business people can avoid relying on the self-reference criterion by actively educating themselves about the cultural norms, values, and practices of the people they are engaging with. Engaging in cultural sensitivity training and seeking diverse perspectives can help build awareness of one’s own biases. Additionally, practicing open communication and asking questions to clarify understanding can foster better interactions and reduce the influence of one’s own cultural perspective. Lastly, observing and adapting to local behaviors and customs can enhance cross-cultural effectiveness.