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.
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