Ethics and international marketing: Research background and challenges

Abstract

Purpose

This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and current trends as a background for this special issue edition of International Marketing Review focusing on international marketing ethics.

Design/methodology/approach

The paper examines how ethics in international marketing have evolved and progressed towards the current “ethics era” and presents discussion surrounding the role and value of an ethical approach towards marketing in a global marketplace.

Findings

Essentially the paper argues that marketers should creatively embrace the complex challenges of the international marketplace by rethinking their approach to marketing ethics.

Originality/value

Gives an overview of the special issue.

Citation

Carrigan, M., Marinova, S. and Szmigin, I. (2005), "Ethics and international marketing: Research background and challenges", International Marketing Review, Vol. 22 No. 5, pp. 481-493. https://doi.org/10.1108/02651330510624345