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.