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Ethical issues across cultures: managing the differing ...
Ethical issues across cultures: managing the differingperspectives of China and theUSAD ennis A. PittaProfessor of Marketing, University of Baltimore, Baltimore,Maryland, USAHung-Gay FungDr Tsiang Professor of Chinese Studies, University of Missouri,St Louis, Missouri, USAS teven IsbergAssociate Professor of Finance, University of Baltimore, Baltimore,Maryland, USAK eywordsChina, Consumer behaviour, Ethics, Marketing strategy, National cultures,USAA bstractUS marketers know the US standard of ethics. However, that standard can leadto Ethical conflict when Americans encounter the emerging market giant, China. Assmaller US companies enter China, the potential for Ethical conflict increases. Reducingthat potential requires knowledge. Knowing the nature and history of the two cultures canlead to an understanding of the foundation of their Ethical systems.
Types of ethical conflict Managers like clear guidelines to aid their decision making. A list of rules citing prohibitions and allowed practices is often helpful. Unfortunately, such lists are too simple to guide cross-cultural ethical interaction. For example, gift-giving is not usually prohibited in most cultures. However, in a
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