版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)
文檔簡介
1、標(biāo)題:Acrossculturalstudyofconsumerperceptionsaboutmarketingethics原文:InternationalgrowthGrowingnumbersofmarketingfirmsareexpectingmeoftheirprofitstobederivedfrominternationalsales(TopolSherman1994).Toalargeextentsuchinterna
2、tionalgrowthisfedainedintodayswldgiventheeverincreasingglobalizationofeconomies.Butmovingintofeignmarketsdoesnotguaranteelargerprofitsitmayinfactguaranteemeheadachesfmarketingmanagersbecausedifferentculturesemployvariedm
3、ethodsofcommunication.ThepioneeringwkofHall(1959)includeda``mapofculturethatincludedtendifferent``messagesystemswaysofcommunicating.MarketerswkingabroadmustlearnthesesystemsindertobuildthetrustthataccdingtoMganHunt(1994)
4、becomesthefoundationofrelationshipcommitment.Gonearethedayswhenagoodproductwasallacompanyneededtoprosper.Globalcompetitionisferociousthusdevelopinglongtermpartnerrelationshipsoftenbecomesasignificantcompetitiveadvantage.
5、ButhowdoesamassivediversemultinationalcpationdeveloprelationshipcommitmenttrustwithbusinesspartnersMganHunt(1994p.34)proposethat``relationshipcommitmenttrustdevelopwhenfirmsattendtorelationshipsby...maintaininghighstards
6、ofcpatevaluesallyingoneselfwithexchangepartnershavingsimilarvalues.Ifthisistruecpateethicsareofpivotalimptanceinglobalbusinessthoughglobalizationalsocomplicatesethicalquestionsbecauseanindividualscultureaffectshisherethi
7、caldecisionmaking(e.g.FerrellGresham1985HuntVitell1986).ThisassertionisalsoconsistentwiththepioneeringtheyofmarketingethicsbyBartels(1967).Ashestated``Contrastingculturesofdifferentsocietiesproducedifferentexpectationsbe
8、comeexpressedinthedissimilarethicalstardsofthosesocieties(Bartels1967p.23).AccdinglyasalsoarguedbyMcDonald(1994)failurestoaccountftheeffectsofdifferencesinconsumersculturallybasedethicalvalueswillhinderamarketersefftstoe
9、xpinternationally.EthicalissueAccdingtoethicstheiesethicaldecisionmakingisalsosituationspecific.FexampleFerrellGresham(1985)specify``ethicalissuedilemmaasacomponentprecedingtheethicaldecisionprocess.Intheirgeneraltheyofm
10、arketingethicsHuntVitell(1986)specify``perceivedethicalproblemasthecatalystofthewholeethicaldecisionprocess.Jones(1991pp.3712)alsobelievedthesituationwascritical:``ethicaldecisionmakingisissuecontingent.Heprovidedanimpta
11、ntconstructfexaminingethicsrelatedacteristicsofsituationalfactsindecisionmakingwhichhetermedmalintensity.AccdingtoJonesmalintensitywhichhedefinesas``theextentofissuerelatedmalimperativeinasituationisanimptantdeterminanto
12、fhowanindividualrecognizesmalissuesmakesmaljudgmentestablishesmalintentengagesinmalbehavi.OneobjectiveofthisstudyistocompareconsumersfromMalaysiatheUSAintermsoftheirperceptionsregardingtheintensityofdifferentmarketingeth
13、icssituations.Accdingtomostmarketingethicstheiesanindividualwillapplyethicalguidelinesbasedondifferentmalphilosophiesideologieswhenmakingdecisionsinvolvingethicalproblems(e.g.FerrellGresham1985HuntVitell1986).Inculturear
14、econcernedmainlywiththeirowninterestsfamilyswelfare.Collectivistcultures(e.g.Malaysia)viewindividualsaspartofalargergroupsuchasanextendedfamilytribe.Thegroupprotectsitsmembersintereststheyinreturnareexpectedtoshowloyalty
15、toconcernfthegroupasawhole.Membersofindividualisticcultures(e.g.theUSA)frequentlyquestiontheethicalnmsstardsestablishedbytheirsocieties.Bycontrastmembersofcollectivistculturesareinclinedtoacceptthem(Vitelletal.1993).Ethi
16、calcontentCulturallybaseddifferencesinfluencehowconsumersperceivebusinesspracticesincludingthosepracticesthathaveethicalcontent.Sucheffectsshouldbecomeincreasinglyrelevantasmarketersexptheirefftsfromoneculturetothenext.M
17、arketersmustunderstthenecessitytofamiliarizethemselveswiththeculturallybasedethicalnmsthataredominantinthecountriestheyhavetargetedfentry.Considerthefollowingillustration.Actssuchascompactdiskpiracybrcounterfeitingareill
18、egallikelytobeconsidereduhicalbyconsumersinmostWesterncountries.ThesesameactivitieshoweverarequitecommonbusinesspracticesinmanyEastAsiannations.FexampleChinahasrecentlybeenaccusedofintellectualpropertytheftofproductssuch
19、asmoviesmusiccomputersoftwareiginatingintheUSA.OtherAsianmarketsaresimilarlyfloodedwithTaiwaneseKean``knockoffssuchasRolexwatchesSwissarmyknives.Questionablepracticessuchasthesemightdiscouragemarketersfromexpingintocerta
20、inculturesatleastaffecttheirmodeofentry(McDonald1994).StardsdeclinedTherehaverecentlybeenanumberofbusinessethicsstudiesofbusinessstudentsmanagersinMalaysia.FexampleaccdingtothestudybyZabidAlsagoff(1993)Malaysianmanagersf
21、eelthatsomeuhicalbusinesspracticesexistbecausetheyseemtobegenerallyacceptedinthebusinesswld.WhiletheperceivedvaluesoftheMalaysianmanagersrespondingappearedhighrespondentsfeltthatstardshaddeclinedoverthepast15years.Alam(1
22、995)foundthatamajityofMalaysianbusinessstudentsalsofeltthatethicshaddeclinedinrecentyears.TheresultsfromhisstudyindicatethatMalaysianbusinessstudentsbelievethatmeemphasisshouldbeplacedonethicsthedevelopmentofamecaringenv
23、ironmentinbusinessschools.Tsuruoka(1993)citesaphilosophyinMalaysiathatembracestheideathatallbusinessshouldhavea``socioeconomicnotjustan``economicfunction.ThissupptstheresearchfindingsofAlam(1995)indicatingthebeliefthatMa
24、laysianeedsanientationtowardvaluesratherthanprofits.Thesestudiesarerelatedtouhicalactivitiesasperceivedbyeitherfuturemanagersthosedirectlyinvolvedintheeverydaybusinesspractices.Thepresentresearchincontrastcomparestheethi
25、calbeliefsheldbyconsumerstowardbusinessesinafeignmarketwiththoseheldbyUSconsumers.Theimplicationsshouldhelpinternationalmarketersbetterundersthowtotargetfeignconsumers.Therisksofnewmarketentrycanthenbelessenedtosomeexten
26、t.ResearchhypothesesAcultureexistsanywherewhereagroupofpeopleshareadistinctivesetofbeliefsnmscustoms.AspointedoutbyBartels(1967)inhispioneerwkfundamentalculturalfactssuchasreligionnationalidentityloyaltiesvaluescustomsar
27、eknowntobeimptantinfluencesonethicaldecisions.Theprimaryunderlyingdimensionofacultureisthevaluesofitsmembers.Valuesaredescribedasthebasicconvictionsthatagroupofpeopleshareregardingwhatisrightwrong(Hofstedeetal.1990).Indi
28、vidualslearntheculturalvaluesfromthesocietyinwhichtheyarereared.Invariablytheyhelptomoldthepersonsbehavialpatterns.DifferentviewsAccdinglywewouldexpectthatconsumersfromdifferentcultureswilltendtoholddifferentviewsofethic
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會(huì)有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 眾賞文庫僅提供信息存儲(chǔ)空間,僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請(qǐng)與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。
最新文檔
- 中美消費(fèi)者禮品購買行為的跨文化研究.pdf
- 中日員工企業(yè)道德觀念比較研究.pdf
- 消費(fèi)者價(jià)值觀與企業(yè)營銷策略對(duì)消費(fèi)者品牌忠誠度的影響研究——基于中美消費(fèi)者的跨文化研究.pdf
- 增強(qiáng)網(wǎng)絡(luò)傳播優(yōu)良道德觀念的途徑
- 中國當(dāng)代私人化寫作的道德觀念研究
- 原產(chǎn)國效應(yīng)認(rèn)知:消費(fèi)者行為描述的跨文化研究.pdf
- 論語格言與中國傳統(tǒng)道德觀念的塑造
- 中國當(dāng)代私人化寫作的道德觀念研究.pdf
- 網(wǎng)絡(luò)文化對(duì)大學(xué)生道德觀念的影響及對(duì)策研究.pdf
- 消費(fèi)者保險(xiǎn)索賠欺詐的道德研究【外文翻譯】
- 《論語》格言與中國傳統(tǒng)道德觀念的塑造.pdf
- 轉(zhuǎn)型期中國文學(xué)的道德觀念研究.pdf
- 體驗(yàn)營銷外文翻譯--體驗(yàn)營銷 洞察消費(fèi)者的消費(fèi)心理
- 五四時(shí)期中國女性道德觀念嬗變研究.pdf
- 體驗(yàn)營銷外文翻譯--體驗(yàn)營銷 洞察消費(fèi)者的消費(fèi)心理
- 體驗(yàn)營銷外文翻譯--體驗(yàn)營銷 洞察消費(fèi)者的消費(fèi)心理
- [雙語翻譯]消費(fèi)者權(quán)利外文翻譯--約旦消費(fèi)者對(duì)消費(fèi)者權(quán)利的看法
- 外文翻譯--中國的消費(fèi)者文化日趨成熟
- [雙語翻譯]消費(fèi)者權(quán)利外文翻譯--約旦消費(fèi)者對(duì)消費(fèi)者權(quán)利的看法(英文)
- 體驗(yàn)營銷外文翻譯--體驗(yàn)營銷+洞察消費(fèi)者的消費(fèi)心理.doc
評(píng)論
0/150
提交評(píng)論