Conventional ethics in international marketing: guidelines for common ground

Abstract

Ethics have been defined as guidelines for people living together in a cooperative system, Although developed to fit individual social systems, this definition applies equally well in the context of international marketing transactions. This paper proposes criteria by which international business disputes with ethical dimensions can be resolved. The starting point in this process is establishing common ground for conflict resolution based on cooperative endeavors. The result is a set of guidelines for ensuring that international marketing transactions result in exchanges which are beneficial to the transacting parties as well as the societies in which those transactions occur.