The Effect of Moral Philosophy and Ethnocentrism on Quality-of-Life Orientation in International Marketing: A Cross-Culturaal Comparison

This paper examines the effects of moral philosophy and ethnocentrism on quality of life orientation in international marketing. It also provides a cross-cultural comparison of ethical values between Koreans and Americans. International quality-of-life (IQOL) orientation refers to marketers' disposition to make decisions to enhance the well-being of consumers in foreign markets while preserving the well-being of other stakeholders. It is hypothesized that marketers' moral philosophy and ethnocentrism influence the development of marketers' IQOL. Specifically, the higher the IQOL orientation of international managers, the higher their moral idealism, the higher their moral relativism, and the lower their ethnocentrism. Also, it is hypothesized that American managers are likely to score higher on moral relativism but lower on moral idealism compared to their Korean counterparts. Also, Korean managers are expected to be more ethnocentric than American managers. Data were collected from business professionals who enrolled in professional MBA courses both from the U.S. and Korea. The results provided support for the hypothesized relationships. Managerial implications of these relationships are discussed.     

Integrative Social Contracts Theory: Hype over Hypernorms

Applying social contract theory to business ethics is a relatively new idea, and perhaps nobody has pursued this direction better than Thomas Donaldson and Thomas W. Dunfee. Their "Integrative Social Contracts Theory" manages to combine culturally sensitive decision making capacities with trans-cultural norms by setting up a layered system of social contracts. Lurking behind their work is a concern with the problems of relativism. They hope to alleviate these problems by introducing three concepts important to the ISCT: "authentic norms," which clarify culturally specific norms, "priority rules," which determine the rules of engagement when authentic norms clash, and "hypernorms," which measure the value of authentic norms against a thin set of universally upheld values. This paper traces the genealogy of these hypernorms and challenges their value for the ISCT. It argues that well-conceived priority rules can do everything hypernorms can, and can do so more simply.     

Do you want me to watch this ad on social media?: The effects of norms on online video ad watching

This study examines the influences of norms on consumers’ intentions to watch online video ads on social media. The social norms approach and the theory of reasoned action (TRA) were adopted as theoretical frameworks. In addition, the effects of interpersonal and social influences on the three personal-level norms were examined as the antecedents of normative perceptions. To test the hypothesized model, an online survey was conducted with 313 undergraduate students. A confirmatory factor analysis was used to validate the measurement constructs of the model, and a structural equation modeling was used to identify the relationships among constructs in the model. Findings indicate that personal injunctive norms and subjective norms were positively related to consumers’ intention to watch online video ads. Interpersonal and social influences were positively related to three normative perceptions regarding online video ad watching. The findings of this study contribute to the research stream on social norms approach and TRA and provide practical implications for advertising and marketing practitioners.     

Ethical Ideology and the Ethical Judgments of Marketing Professionals

The present study extends the study of individuals' ethical ideology withinthe context of marketing ethics issues. A national sample of marketing professionals participated. Respondents' ethical ideologies were classified as absolutists, situationists, exceptionists, or subjectivists using the Ethical Position Questionnaire (Forsyth, 1980). Respondents then answered questions about three ethically ambiguous situations common to marketing and sales. The results indicated that marketers' ethical judgments about the situations differed based on their ethical ideology, with absolutists rating the actions as most unethical. The findings are consistent with those of two earlier studies that utilized samples of business students (Barnett et al., 1994, 1995). The results suggest that personal moral philosophy is an important influence on ethical decision making that should be considered in empirical studies of business ethics. The results also support the utility of the Ethical Position Questionnaire (Forsyth, 1980) as a means for researchers and practitioners to assess individuals' ethical ideology.     

The Hunt–Vitell General Theoryof Marketing Ethics: Can it Enhance our Understanding of Principal-Agent Relationships in Channels of Distribution?

This paper advances the Hunt–Vitell General Theory of Marketing Ethics as a framework for enriching current understanding of both long-term marketing relationships in general, and principal-agent associations specifically. Under economic models of agency theory, manufacturer-distributor relationships are conceptualized as principal-agent associations where both parties are assumed be motivated exclusively by short-term financial self-interest within the logical constraints of zero-sum game conditions. As a general model of ethical decision making and behavior in marketing, the Hunt–Vitell theory illustrates how ethical decisions are predicated not only upon estimations of potential benefits or outcomes (using teleological criteria), but also deontological evaluations which invoke norms and values. Furthermore, the recent ideas advanced in "relationship marketing" perspectives suggest that distribution channel associations premised upon non-zero-sum or symbiotic assumptions may be more effective and more jointly profitable. Based upon the Hunt–Vitell model, propositions are formulated that complement the understanding of agency theory within the context of marketing channel relationships, and thus, may represent a basis for more effective agency selection and interaction in marketing practice.     

Value differences as determinants of importers’ perceptions of exporters’ unethical behavior: The impact on relationship quality and performance

The article focuses on the value drivers of the unethical marketing behavior of exporters, as seen from the perspective of their importers, and how this in turn affects the quality of their working relationship and performance. Based on a sample of 189 Cypriot importers, the study revealed that similarities in national, corporate, and personal values between importers and their foreign suppliers are negatively related to unethical marketing practices of the latter as perceived by the former, and vice versa. Perceived export marketing unethicality, in turn, negatively influences the exporter–importer relationship quality (as expressed in terms of cooperation, communication, trust, and commitment), which subsequently has harmful effects on the performance of the relationship. In addition, the existence of a high similarity in both value strength and ethical codes between importers and their export suppliers was found to positively affect the quality of the working relationship. Finally, the association of both corporate and personal values similarity with perceived export marketing unethicality was found to be moderated by network ties, although this was not evident in the case of national values similarity. The findings of the study have important implications for import managers in terms of properly selecting and handling relationships with their foreign suppliers.     

企业在营销运作中的法律问题分析

企业在开展营销活动和解决与营销运作相关的法律问题的过程中,普遍认识到法律因素对营销活动具有关键性影响作用。为此,企业营销的法律意识在不断提高,营销人员的法律素养在不断进步,同时,面对目前国内市场营销法律环境,企业营销活动中仍存在许多突出的法律问题。企业在制定适当的营销策略时,站在企业的角度,对目前国内营销运作中的相关法律问题的形成和特点进行分析,并结合企业营销中需要注意的问题,为企业提出建议。     

The influence of personal and organizational values on marketing professionals' ethical behavior

The authors examine empirically the influence of personal and organizational values on marketing professionals' ethical behavior. The results indicate that personal and organizational values underlie differences in marketing professionals' ethical behavior, albeit small terms of the proportion of explained variance. The results also suggest the relationship between organizational values and ethical behavior to be significant. However, the same is not the case for the relationship between personal values and ethical behavior.Ishmael P. Akaah is Professor of Marketing at Wayne State University, Detroit, Michigan, Professor Akaah's articles have appeared in many journals includingJournal of Marketing Research, International Marketing Review, Journal of Business Logistics, among others.Daulatram B. Lund is Associate professor of Marketing at University of Nevada, Reno. Professor Lund's articles have appeared inJournal of Retailing, Journal of Business Research, Industrial Marketing Management, among others.     

The China Market: Strategic Implications of Guanxi

This article examines the differing perceptions of the nature of guanxi –"personal connection"– among business executives in Hong Kong and the different ways in which they use it. In the process, it contrasts views of relationship marketing in China and the West and suggests that the importance of guanxi for success in China may be waning. It substantiates the view that personal links and absence of commitment are major elements differentiating relationship marketing in China from that in the West. Major disadvantages of guanxi are perceived as being the extra time and cost this approach involves. For western managers involved in the China market, the research reported here has three strategic implications. First, in some form or other, they need to include the guanxi approach in their relationships with Chinese partners; second, they should be aware that guanxi may not involve commitment; and, finally, they should mount sustained efforts to build up guanxi to give them a competitive edge in their search for an insider position in the China business arena, whilst being aware that guanxi cannot eliminate threats and competition.     

Direct and Multiplicative Effects of Ethical Dispositions and Ethical Climates on Personal Justice Norms: A Virtue Ethics Perspective

From virtue ethics and interactionist perspectives, we hypothesized that personal justice norms (distributive and procedural justice norms) were shaped directly and multiplicatively by ethical dispositions (equity sensitivity and need for structure) and ethical climates (egoistic, benevolent, and principle climates). We collected multisource data from 123 companies in Hong Kong, with personal factors assessed by participants’ self-reports and contextual factors by aggregations of their peers. In general, LISREL analyses with latent product variables supported the direct and multiplicative relationships. Our findings could lay the groundwork for justice research from a morality perspective in future.     

Modeling ethical attitudes and behaviors under conditions of environmental turbulence: The case of South Africa

This study explores the impact of environmental turbulence on relationships between personal and organizational characteristics, personal values, ethical perceptions, and behavioral intentions. A causal model is tested using data obtained from a national sample of marketing research professionals in South Africa. The findings suggest turbulent conditions lead professionals to report stronger values and ethical norms, but less ethical behavioral intentions. Implications are drawn for organizations confronting growing turbulence in their external environments. A number of suggestions are made for ongoing research. Michael H. Morris became the Fletcher Jones Chair in Entrepreneurship at the University of the Pacific, Stockton, CA in 1993. He received his Ph.D. in Marketing. He is the author of two books and over forty articles in academic journals, including the Journal of International Business Studies, the Journal of Business Research, the Journal of Management, and the Journal of the Academy of Marketing Science. Dr. Morris' principal research interests include entrepreneurial behavior, industrial marketing strategy, and pricing.Amy Seidel Marks has been a Senior Lecturer in Marketing at the GSB UCT since 1989. She holds a Ph.D. in Marketing from the Kellogg Graduate School of Management, and has worked in the areas of consumer behavior analysis and social marketing for 20 years. During her time in South Africa she has conducted numerous research projects in areas such as AIDS prevention, tobacco control and iodine deficiency, and has also served as a consultant to national projects in tuberculosis drug compliance, tobacco control and adult education.Jeff Allen received his doctorate from the University of Kentucky. He is currently an Assistant Professor of Marketing at the University of Central Florida, Orlando, Florida, Dr. Allen has published in various national and international academic journals on topics of social responsibility, marketing ethics, and health care marketing. Newman S. Perry, Jr. is Professor of Management, School of Business and Public Administration at the University of the Pacific in Stockton California. He has just completed Business, Government, and Society: Managing Competitiveness, Ethics, and Social Issues published by Prentice-Hall and previously coauthored a book on strategic management.     

Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise

Owners of businesses represent an interesting case in the study of the intersection of personal and corporate philanthropic values. Because individuals who own businesses have the means and the ability to act on philanthropic motivations through the medium of their businesses, it is interesting to explore the extent to which their corporate contributions to nonprofits are philanthropic in nature or instrumentally motivated, as in the instance of cause related marketing. The trade-offs between cause related marketing and corporate support of nonprofits are complex. Although larger firms are increasing their investments in cause related marketing, the extent of and motivations for adoption of cause related marketing among privately held businesses is less well understood. This study of 478 businesses which are supporters of arts organizations shows that privately held businesses of medium size (300 to 500 employees) are participating in cause related marketing to a significant degree. The adoption rate of cause related marketing is about 40%, and the primary benefits sought are company image enhancement and product marketing support. Adoption of cause related marketing among privately held and smaller enterprises will grow as CEOs exhibit satisfaction with the results of their program, intend to engage in positive word of mouth about it, and plan to allocate more resources to it.     

The role of disclosure in organized word‐of‐mouth marketing programs

Prevailing views of organized word‐of‐mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this view we surveyed WOM marketing agents and their conversational partners (CP) after a WOM marketing episode. Results indicate that when disclosure occurred – defined as when the CP was aware they were talking with a person participating in an organized WOM marketing program – agents were rated as more credible, CPs had fewer negative feelings about the agent's corporate affiliation, and CPs told more people about the brand being discussed. These counter‐intuitive results can be explained in part by the existing personal relationship between the agent and CP and invite us to consider how personal relationships may moderate the impact and potential business advantages of disclosure in organized WOM marketing programs.     

Young consumers’ green purchase behaviour in an emerging market

Young consumers represent a powerful engine in the development of environmentally conscious population as well as a promising market for green products. Marketers and organizations are therefore increasingly developing strategic marketing campaigns and environmental education programmes that target the young consumer segment. This study aims to examine a number of rational, moral, emotional and self-identity factors that may facilitate or impede green purchase behaviour among young consumers in an emerging market, Vietnam. A paper-based survey was employed to collect data from university students, which yielded an effective sample of 289 respondents. Multivariate statistics revealed that most factors (i.e. knowledge, attitudes, personal norms, self-identity and perceived barriers) significantly affected consumer purchase of energy efficient appliances, except for subjective social norms and warm glow. From these findings, implications for marketers, policy-makers and other stakeholders engaged in promoting green products are discussed.     

Personal religiousness and ethical judgements: An empirical analysis

It has been acknowledged on numerous occasions that personal religiousness is a potential source of ethical norms, and consequently, an influence in ethical evaluations. An extensive literature review provides little in the way of empirical investigation of this recognized affect. This investigation conceptualizes religiousness as a motivation for ethical action, and discovers significant differences in ethical judgements among respondents categorized by personal religious motivation. Suggestions as to the source of these differences, and the implications which they offer to managers are discussed and supported from the literature.James W. Clark is the Director of the Center for Retailing and assistant professor of marketing at James Madison University. His work has been published in The Journal of Advertising, and the proceedings of The Cutting Edge III and IV, the Southern Marketing Association, The Academy of Marketing Science, and The Decision Sciences Institute. Lyndon E. Dawson, Jr. is professor of marketing at Louisiana Tech University. His work has been published in the Journal of the Academy of Marketing Science, the Journal of Retailing, Psychology and Marketing, and Psychological Reports among others.     

Ethical Values and Long-term Orientation

Lapses in ethical conduct by those in corporate and public authority worldwide have given business researchers and practitioners alike cause to re-examine the antecedents to personal ethical values. We explore the relationship between ethical values and an individual’s long-term orientation or LTO, defined as the degree to which one plans for and considers the future, as well as values traditions of the past. Our study also examines the role of work ethic and conservative attitudes in the formation of a person’s long-term orientation and consequent ethical beliefs. Empirically testing these hypothesized relationships using data from 292 subjects, we find that long-term perspectives on tradition and planning indeed engender higher levels of ethical values. The results also support work ethic’s role in fostering tradition and planning, as well as conservatism’s positive association with planning. Additionally, we report how tradition and planning mediate the influence of conservatism and work ethic on the formation of ethical values. Limitations of the study and future research directions, as well as implications for business managers and academics, are also discussed. Jennifer L. Nevins is an assistant professor of marketing in the Walker College of Business at Appalachian State University. Her articles have been published in journals such as Journal of the Academy of the Marketing Science and Journal of Business Research.Her research interests include export marketing, distribution channels, and the influence of cultural values on international channel relationships. William O.Bearden is the Bank of America Chaired Professor of marketing in the Moore School of Business at the University of South Carolina. His articles have been published in journals such as journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and Journal of Retailing. His research interests include consume perception of value and prices,measurement of consumer and marketing constructs, and the effects of marketplace Promotions. R.Bruce Money is the Donald Staheli Fellow and associate professor of marketing and international business in the Marriott School of Management, Brigham Young university. His articles have been published in journals such as Journal of Marketing, Journal of the Academy of Marketing Science, Journal of International Business Studies, and Sloan Mangement Review. His research interests include the international aspects of national culture’s measurment and effects, business-to-business marketing, word-of-mouth promotion, services marketing, and negotiation. “It appears many executives based their business decisions on how they could quickly build, and then protect, their own personal fortunes – and cared less about the long-term growth and profitability of their company.” – Associated Press (Clendenning, 2002) on the Enron collapse     

A Model of Interorganizational Networking Antecedents,Consequences and Business Performance

Purpose: This quantitative study intended to examine the communication interactions that develop within a business network among various actors (i.e., customers, providers, cooperators, etc.), together with their effects upon business networking and performance. To these ends, we developed a conceptual model of dyadic marketing-oriented and network-oriented communication exchanges (i.e., interorganizational antecedents), interorganizational networking consequences, and business performance. Specifically, interorganizational networking consequences were examined in terms of tactical and strategic cooperation, whereas business performance was examined in terms of adaptability, productivity and efficiency.

Methodology/approach: To set the hypotheses of the study we delved into the wide stream of marketing literature pertaining to interorganizational networks and business-to-business relationships, and specifically to the marketing orientation theory, the social network theory, and the IMP approach. These research hypotheses were tested using advanced statistical analysis and causal modeling. The research sample comprised 1,000 business-to-business international companies, which were mostly U.S., and European and were randomly selected from the yahoo.com business-to-business companies’ subdirectory. The data collection involved a two-wave e-mail survey, in which the quantitative research instrument was emailed to the respective marketing directors’ personal accounts. Totally 249 high ranking marketing executives responded, thus yielding a 24.9% response rate. The selected data were, then, subjected to rigorous advanced statistical analysis of structural equation modeling, using the AMOS21 statistical package, to test reliability and stability of selected measures and validity of the research model, as a whole.

Findings: Overall, the research findings provided sufficient evidence that the proposed model was robust. Moreover, the findings supported that communication exchanges that deploy within a wide array of participants (i.e., within a network of organizational members, customers, partners, and other interacting partners within a market), may have stronger explanatory powers upon a company’s networking effects and business performance, than communication exchanges that evolve merely at a dyadic company-customer level.

Originality/value/contribution: This research is original; that is, it deals with empirical, quantitative data and makes an attempt to combine marketing concepts mainly from 3 marketing streams studying the long-term business-to-business relationships. Our approach is based on existing marketing literature, suggesting that networks, apart from being embedded in previous relationships and interactions, they may also be based on more loosely coupling between organizations. Thus, we use the IMP approach to formulate the measures of our study; however, we don’t discriminate between strong and weak ties in relationship bonding. In this research we focus on specific communication behaviors that may nurture interorganizational networking and look for effects upon cooperation and business performance. The research findings imply that marketing executives would worthwhile expand their communication exchanges beyond their narrow customers’, or providers’ network, to the wider array of trustworthy business circle, as such a behavior may largely favor their companies’ adaptability to environmental changes, flourish innovation, and lead to synergies in efficiency and productivity gains.     

Long-Term Relationships,Partnerships and Strategic Alliances:

The aim of this paper is to identify the conditions under which three different relationship marketing mechanisms-- long-term relationships, partnerships and strategic alliances--are most efficient. The contingency theory that is developed is based on, and extends, the Transaction Cost Economics (TCE) framework. The TCE framework is modified in one respect, opportunism is assumed to vary across exchange relationships. In those relationships that are characterized by relational norms (absence of opportunism), the TCE governance mechanisms--markets, hierarchies and hybrids--are argued to be inefficient relative to the mechanisms of relationship marketing.     

数字经济时代算法价格歧视行为的法律规制

在数字经济时代,随着互联网经营者开始使用算法技术进行定价活动,凭借对海量消费数据的掌握,进行"用户画像"后以实现"千人千面千价格"的精准营销。其中,算法价格歧视行为存在损害消费者、排挤竞争对手以及破坏竞争秩序的风险,亟需予以法律规制。然而,当前我国现有相关法律在适用范围、违法性判定要件、责任规范等方面存在不足。鉴于此,应适当拓宽《反垄断法》的主体范围,使算法价格歧视行为难逃法网;确立"形式+实质"违法审查标准,让违法性算法价格歧视行为原形毕露;构建算法价格歧视行为的"双轨"责任规范,使相关责任主体难辞其咎。     

Business Moral Values of Supervisors and Subordinates and Their Effect on Employee Effectiveness

Business moral values are defined as the personal moral values held by individuals who are engaged in business interactions. Direct supervisors may play an important role in shaping the business moral values of their subordinates. Using 264 supervisor–subordinate dyadic data from Taiwanese organizations, the study investigated the relationships among supervisor business moral values, subordinate business moral values, subordinate organizational commitment, job performance, and attendance. The results indicated that supervisor business moral values were positively associated with subordinate business moral values, and that the latter mediated the relationship between the former and subordinate outcomes. Implications for business moral values research are discussed.