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Perceptions of Ethical Problems in International Marketing

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 March 1991



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.



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.




Copyright © 1991, MCB UP Limited

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