US marketers know the US standard of ethics. However, that standard can lead to ethical conflict when Americans encounter the emerging market giant, China. If smaller US companies enter China, the potential for ethical conflict increases. Reducing that potential requires knowledge. Knowing the nature and history of the two cultures can lead to an understanding of the foundation of their ethical systems. Ethics and the expectations within cultures affect all business transactions. (Langenberg, 2007)
Chinese perspective is that the foreigners should give more respect and learn the local language and American thinks that English is the international language so everyone should use it. Marketing strategies of China always emphasizes on their own norms and values. They always try to focus on their traditions when they market to their locals but on the other hand American marketing strategies are different because they cater international audience and research depicts that they can even show seducing pictures if it’s the demand of the concept. It is vital for Western companies to understand the expectations of their counterparts around the world. Understanding the cultural bases for ethical behavior in both the USA and China can arm a marketer with knowledge needed to succeed in cross-cultural business. Implementing that knowledge with a clear series of managerial guidelines can actualize the value of that understanding (Thomas, 2008).
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