Physicians in the United States are used to dealing with hard-sell pharmaceutical sales reps. However, British and Japanese doctors respond more favorably to online informational presentations about new drugs that they can review whenever they have a few free minutes to spare. When PharmaGen decided to market their newest cardiovascular medicine in Britain, they spent three months developing the Internet material they would use to present the drug to British doctors. This is an example of pressure for local responsiveness based on: