消费者营销道德观念的跨文化研究.docVIP

标题： A cross-cultural study ofconsumer perceptions about marketing ethics 原文： International growth Growing numbers of marketing firms are expecting more of their profits to be derived from international sales (Topol and Sherman, 1994). To a large extent, such international growth is fore-ordained in todays world, given the ever-increasing globalization of economies. But moving into foreign markets does not guarantee larger profits; it may, in fact, guarantee more headaches for marketing managers, because different cultures employ varied methods of communication. The pioneering work of Hall (1959) included a ``map of culture that included ten different ``message systems or ways of communicating. Marketers working abroad must learn these systems in order to build the trust that, according to Morgan and Hunt (1994), becomes the foundation of relationship commitment. Gone are the days when a goodproduct was all a company needed to prosper. Global competition is ferocious; thus, developing long-term partner relationships often becomes a significant competitive advantage. But how does a massive, diverse multinational corporation develop relationship commitment and trust with business partners? Morgan and Hunt (1994, p. 34) propose that ``relationship commitment and trust develop when firms attend to relationships by ... maintaining high standards of corporate values and allying oneself with exchange partners having similar values. If this is true, corporate ethics are of pivotal importance in global business, though globalization also complicates ethical questions, because an individuals culture affects his/her ethical decision making (e.g. Ferrell and Gresham, 1985; Hunt and Vitell, 1986). This assertion is also consistent with the pioneering theory of marketing ethics by Bartels (1967). As he stated, ``Contrasting cultures of different societies produce different expectationsand become expressed in the dissimilar ethical standards of those societies(Bartels 1967, p. 23)