Ehtic Issues in different cultures
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 Y.S. 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. Ethics and the expectations within cultures affect all business transactions. It is vital for Western marketers to understand the expectations of their counterparts around the world.
Understanding the cultural bases for ethical behavior in both the USA and China can arm a marketer with knowledge needed to succeed in cross-cultural business. Implementing that knowledge with a clear series of managerial guidelines can actualize the value of that understanding.
Introduction
Western businesspeople often concentrate on the fundamentals. In the business and marketing sense, the fundamentals are:
.
sound marketing strategy;
.
professional marketing research;
.
world-class product development;
.
effective pricing;
.
motivating promotion; and
.
appropriate distribution.
Focusing on the basics makes success in competitive markets possible.
However, serious problems can materialize in business practice between the
West and the emerging market giant, China.
Cultural factors
The difficulty lies in more fundamental issues than
USA
Dennis A. Pitta
Professor of Marketing, University of Baltimore, Baltimore,
Maryland, USA
Hung-Gay Fung
Dr Y.S. 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. Ethics and the expectations within cultures affect all business transactions. It is vital for Western marketers to understand the expectations of their counterparts around the world.
Understanding the cultural bases for ethical behavior in both the USA and China can arm a marketer with knowledge needed to succeed in cross-cultural business. Implementing that knowledge with a clear series of managerial guidelines can actualize the value of that understanding.
Introduction
Western businesspeople often concentrate on the fundamentals. In the business and marketing sense, the fundamentals are:
.
sound marketing strategy;
.
professional marketing research;
.
world-class product development;
.
effective pricing;
.
motivating promotion; and
.
appropriate distribution.
Focusing on the basics makes success in competitive markets possible.
However, serious problems can materialize in business practice between the
West and the emerging market giant, China.
Cultural factors
The difficulty lies in more fundamental issues than
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