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Ethical Issues in Cross-Cultural Marketing
Context is everything — but should it be?
Effective cross-cultural marketing requires an understanding, sensitivity and respect for alternative cultures, customs and beliefs. Failure to take these differences into consideration will not only render many marketing efforts ineffective or even counter-productive, but may also result in offending and alienating whole groups of people.
Ethics with regard to the business environment refers to rules of conduct that guide actions in the marketplace. These notions about right and wrong differ among individuals, organizations, and cultures. For example, some businesses believe it is acceptable to engage in any type of persuasive techniques even if it means giving the prospective customer false information, while others adhere to a policy of total honesty. Likewise, the acceptance of various levels of what some would classify as “bribery” in business transactions varies widely among cultures. Because each culture has its own set of values, beliefs and customs, ethical business behavior can be defined quite differently around the world.
Whether intentional or not, some marketers violate trust and/or principles of ethical behavior when engaging in product or service promotion. In some cases these actions may even be illegal in some areas — such as when a…
