One of the secrets to success pointed out Cateora (2001) to attain a successful international marketing is to adjust to environmental variations between a market and another. (Cateora, 2001). He defines the self-reference criterion (SRC) as a guide unaware of our own cultural values, experiences and knowledge as the basis for our decisions. The SRC hampers the ability to assess a overseas market in its true dimension. The self-reference criterion (SRC) is especially functioning..