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Ethical issues across cultures: managing the differing perspectives of China and the USA. Dennis A. Pitta Professor of Marketing, University of Baltimore, Baltimore, Maryland, USA. Hung-Gay Fung Dr Tsiang Professor of Chinese Studies, University of Missouri, St Louis, Missouri, USA. Steven Isberg Associate Professor of Finance, University of Baltimore, Baltimore, Maryland, USA. Keywords China, Consumer behaviour, Ethics, Marketing strategy, National cultures, USA. Abstract US marketers know the US standard of ethics. However, that standard can lead to Ethical conflict when Americans encounter the emerging market giant, China. As smaller US companies enter China, the potential for Ethical conflict increases. Reducing that potential requires knowledge. Knowing the nature and history of the two cultures can lead to an understanding of the foundation of their Ethical systems.
Ethical issues across cultures: managing the differing perspectives of China and the USA Dennis A. Pitta Professor of Marketing, University of Baltimore, Baltimore,
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