Global Marketing Leadership

Global Marketing: Leadership and Ethical Issues
Diamond Thomas-Parks
BMGT8008 – Ethics and Leadership in Global Environment
November 11, 2012

PO BOX 26083
Tucson, AZ 85726
Telephone: [phone]
Email: [e-mail]
Instructor: Dr. Tracy Elazier

Abstract
Some scholars view culture as fragile and if influenced by western marketing principles can compromise the integrity and uniqueness of non-western cultures. The fragility of non-western cultures is compounded with the lack of technology to preserve and document the nuances of their cultures. Global marketing is viewed as the compromising factor of many cultures untouched by western culture experience ethics dilemmas in the administration of marketing. Is cultural sensitivity the driving force behind the study of global ethics and leadership? The focus of ethical marketing is how to respect the cultural practices and views of ethics and market a business product effectively. How do we differentiate between ethics of one country to another and is there a foundational ethical expectation for leaders to consider when creating marketing materials globally? Culturally we are different and should be respected however; cultural differences should be celebrated and adaptive as well if we are going to market businesses globally with effectiveness. Cultural sensitivity is needed but should not be the primary factor to marketing effectively. Cultures divide and create an ethical dilemma when marketing globally. Cultural sensitivity is often a barrier to cultural adaptability when ethics is concerned.

Global Marketing: Leadership and Ethical Issues

Introduction

Global marketing leadership and ethical issues have become a more frequent occurrence give the increased business participation the ever growing global economy. Even though some people think that culture is fragile and when compromised will cease to exist, marketing can be both the preserving measure of a culture or its compromising

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