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1、標(biāo)題：Across-culturalstudyofconsumerperceptionsaboutmarketingethics原文：InternationalgrowthGrowingnumbersofmarketingfirmsareexpectingmoreoftheirprofitstobederivedfrominternationalsales(TopolandSherman,1994).Toalargeextent,suchinternationalgrowthisfore-ordainedintoday'sworl
2、d,giventheever-increasingglobalizationofeconomies.Butmovingintoforeignmarketsdoesnotguaranteelargerprofits;itmay,infact,guaranteemoreheadachesformarketingmanagers,becausedifferentculturesemployvariedmethodsofcommunication.ThepioneeringworkofHall(1959)includeda``mapofc
3、ulture''thatincludedtendifferent``messagesystems''orwaysofcommunicating.Marketersworkingabroadmustlearnthesesystemsinordertobuildthetrustthat,accordingtoMorganandHunt(1994),becomesthefoundationofrelationshipcommitment.Gonearethedayswhenagoodproductwasallacompanyneeded
4、toprosper.Globalcompetitionisferocious;thus,developinglong-termpartnerrelationshipsoftenbecomesasignificantcompetitiveadvantage.Buthowdoesamassive,diversemultinationalcorporationdeveloprelationshipcommitmentandtrustwithbusinesspartners?MorganandHunt(1994,p.34)proposet
5、hat``relationshipcommitmentandtrustdevelopwhenfirmsattendtorelationshipsby...maintaininghighstandardsofcorporatevaluesandallyingoneselfwithexchangepartnershavingsimilarvalues''.Ifthisistrue,corporateethicsareofpivotalimportanceinglobalbusiness,thoughglobalizationalsoc
6、omplicatesethicalquestions,becauseanindividual'scultureaffectshis/herethicaldecisionmaking(e.g.FerrellandGresham,1985;HuntandVitell,1986).ThisassertionisalsoconsistentwiththepioneeringtheoryofmarketingethicsbyBartels(1967).Ashestated,``Contrastingculturesofdifferentso
7、cietiesproducedifferentexpectationsandbecomeexpressedinthedissimilarethicalstandardsofthosesocieties''(Bartels1967,p.23).Accordingly,asalsoarguedbyMcDonald(1994),failurestoaccountfortheeffectsofdifferencesinconsumers'culturallybasedethicalvalueswillhinderamarketer'sef
8、fortstoexpandinternationally.EthicalissueAccordingtoethicstheories,ethicaldecisionmakingisalsosituationspecific.Forexample,F
