International marketing ethics: A cross-cultural study

Abstract

<jats:p> Ethics in marketing is a contentious issue, particularly in the international context where culture may affect perceptions and interpretations of ethical behaviours. Moreover, research in this area uses two distinct methodologies, making a synthesis of empirical findings difficult. This study explores whether culture influences managers’ perceptions of ethical situations and whether findings from two different methodologies can be aggregated into one single body of knowledge. </jats:p>