Pitta, Dennis A.; Fung, Hung‐Gay; Isberg, Steven - In: Journal of Consumer Marketing 16 (1999) 3, pp. 240-256
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...
