Redefine the marketing cultural communication problem without the SRC influence and solve for the host-country market situation.
1. Need to be sensitive to differences across cultures
2. Define the problem or goal in terms of home country cultural traits, habits and norms.
3. Define the problem or goal in terms of host culture, traits, habits and norms. Make no value judgement.
4. Isolate the SRC influence and examine it carefully to see how it complicates the problem.
5. Redefine the problem without the SRC influence and solve for the host-country market situation.