|
The Ethics of Global Marketing: An Evolutionary Approach |
|---|---|
| รหัสดีโอไอ | |
| Creator | 1. Oswald Mascarenhas 2. Ram Kesavan 3. Michael Bernacchi |
| Title | The Ethics of Global Marketing: An Evolutionary Approach |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2555 |
| Journal Title | AFBE Journal |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 151 |
| Keyword | Global Marketing |
| ISSN | 2071-7873 |
| Abstract | With all the recent changes in the global marketing arena, global management ethical responsibilities in general and global marketing ethical responsibilities in particular, increase. Global distributive justice in marketing calls for extensive global cooperation, including a commitment from multinational corporations to help "distribute" prosperity to the less fortunate among us. Our central thesis is that since global marketing is the generalization of all domestic to non-domestic marketing strategies and institutions, the former should include the ethical imperatives of all the latter institutions. Specifically, we invoke the normative theory of distributive justice to spell out the micro ethical imperatives of global marketing. We trace the evolution of global marketing from its predecessor domestic to non-domestic marketing strategies and institutions and derive ethical imperatives for global marketers. |
