Although he is confident of success, Rhett is concerned that social, cultural, and economic differences in other nations may create some problems. He believes he should adapt his approach to these differences rather than trying to force the "American way" on foreign consumers. Rhett's attitude suggests that he wants to avoid a(n) approach to business.

Ethnocentric.

Explanation:

As the exercise suggests, Rhett is trying to avoid having an ethnocentric approach to business. This approach consists in, basically, adapting the branch of a company to resemble the parent country, even if it is in a very different country in terms of social, cultural or economics differences. This is seen when Rhett tries to adapt onto this differences instead of forcing the "American way" on them, hence his attitude against an ethnocentric approach.

new communications technology has affected the way social movements are organized because nowadays, social movements rely on social networks and the media to get different people with a similar way of thinking in contact, and thus, get them to mobilize for a greater cause.

individuals only participate in collective action when they feel identified with it. is in this aspect that social media becomes relevant, because it guarantees communication among all individuals and organizes the social actions that are going to be carried out, i.e., the social movements.

in addition, being covered by the media is important to validate the message and make it relevant in the social agenda, as well as to reach more people who can share interests, appealing to public sympathy for their cause.

in conclusion, it is by social networks and social media that social movement is given birth; by connecting different individuals with similar ideas and organizing them to mobilize for a greater cause.