Ethics and Multinational Marketing

Paper Summary:

This paper looks at the trend of U.S. and Western companies adopting more ethical marketing tactics and discusses these practices. This paper also reviews the effect this is having on foreign interests who are being forced to follow suit by doing business without bribery and corruption.

From the Paper:

"These are particularly important considerations today as companies from one country attempt to project a new presence in a foreign market. During this process, they are inevitably confronted by a number of considerations involving powerful cultural and social differences that might not be readily discernible, but which nevertheless play an important role in how the company's product or service sells and how its business practices are perceived. If a U.S. telecommunications company, for example, wants to establish a presence in the burgeoning Chinese market, or take advantage of the opportunities represented by the increasing affluence of Eastern Europe and Russia, they must conform to all applicable legal and regulatory requirements to legitimately do so. Unfortunately, though, the requirement for doing business in a foreign country does not stop with merely securing all of the legal authority required, it also entails doing business in a locally acceptable fashion. According to a recent article by Peter Wonacott (2005), "In a system lubricated by money, U.S. companies often face pressure to play along. Boston Scientific Corp., a Natick, Massachusetts, medical-devices company, used outside distributors for years even though it suspected them of providing unethical incentives to doctors" (Wonacott, 2005, p. A1). If this means that bribes must be paid in order to land an account, or secure an important import permit, or obtain permission to construct a building, the U.S.-based company is indeed confronted with a dilemma. "

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