Perceptions of Ethical Problems in International Marketing

Abstract

U.S. international marketing practitioners identified the most difficult ethical problems they have encountered in foreign trade. These ethical problems were rated as occurring infrequently and having a moderate impact on a firm′s overseas competitiveness. Conversely, the respondents saw ethical problems as likely to tarnish the firm′s domestic image and to generate much concern for top management. This suggests such problems may have a stronger negative impact upon a firm′s domestic public image but may not be a major factor inhibiting its international trade. The strategic alternatives to, and management implications of, avoiding markets which may pose ethical problems are discussed.

Citation

Mayo, M.A., Marks, L.J. and Ryans, J.K. (1991), "Perceptions of Ethical Problems in International Marketing", International Marketing Review, Vol. 8 No. 3. https://doi.org/10.1108/02651339110003349