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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.
of modern, developed civilization, culture represents how people in the civilization interact with one another. A view that may help understand culture is to look at its levels (Schein, 1985). Schein (1985) proposed that culture has three levels. The most obvious concerns the works of culture, its artifacts. These are apparent and
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