Globalization and International Marketing Ethics Problems by

¶ … Globalization and international marketing ethics problems" by Yucel, Elibol and Da-delen was published in the International Research Journal of Finance and Economics in 2009. The outlines some of the ethical issues that marketers must deal with when they operate internationally. The authors seek to present guidelines to assist marketers in behaving ethically. The authors take the view that a uniform code of ethics should be adopted by either the WTO or the UN to help guide ethical practice for international marketers.

The significance of the article is that it recognizes the complexity of the issue of ethics in international market. The authors realize that when different countries have different ethical systems, there are going to be instances where conflict arises. While this may not have been a significant issue for much of human history, in a globalized environment this issue is significant.

The others provide a variety of philosophical perspectives to help understand this complexity and then outline some of the major sources of ethical dilemma with which international marketers are faced. Many marketers do not see their business in terms of these philosophical perspectives, so these perspectives can help to shed some light about why people make the decisions they make. Having a rudimentary understanding of the philosophies that different cultures hold is also important.

The reading provides an overview of the issue, largely with an eye to making the case for international marketing ethical standards. Such standards, the authors argue, would ensure that transactions are conducted in a fair manner. This would provide a better building block for the improvement of international business and would facilitate the increase in trade flows between different cultures. By removing barriers that can complicate transactions and increase risks, global standards of ethics would bring about greater levels of economic growth.

There is significant discussion of the nature of globalization. It is worth considering the underlying reasons for the promotion of globalization, and the authors touch on that. They touch on how globalization has been implemented, which is important for understanding the current state of ethical thought on international marketing. Firms face a number of dilemmas that arise from cultural differences, and the article highlights with some theoretical background some of the different dilemma types that may be faced by international marketers specifically.

The authors raise some important issues, none more than their core conclusion. While variability in ethical standards represents something of a minefield for international marketers, the issue of a global set of standards is equally contentious. Having a set of ethical values imposed upon cultures for whom those values make no sense is not only going to difficult but could meet with active resistance. It could easily be seen as a form of cultural hegemony.

That said, globalization as fostered by international bodies has help improve the economic standing of many nations, and its power should not be dismissed. The authors also raise the issue of how international marketers should go about analyzing the ethics of a given situation. They face complex environments, and there is no philosophical theory that is universally agreed-upon to help them make ethical decisions. What would have been beneficial is for the authors to have discussed alternatives to a universal standard set by an international body.

At present, ethical situations are entirely subjective, but that does not mean that there are not good ways to address them. The authors could have explored other ways besides the one that they concluded was best. Another interest question that arises from this article is the confluence of the desire for marketing messages to be globally consistent and the call for consistent ethical standards with respect to international marketing. For businesses, there is tremendous value in tailoring advertising to different audiences, as the marketing message must always be culturally relevant.

Yet firms also seek to convey a consistent brand image globally. This represents a significant challenge for international marketers and adding the new element of standardized ethics could only complicate the issue rather than simplifying it. An issue the.