The need for moral champions in global marketing

In order to portray the ethical and social responsibility implications of marketing potentially harmful products to vulnerable consumers in less developed countries, newly emerging democracies, and in newly industrializing countries, presents a descriptive model depicting relationships between the individual manager, the global company, the home market environment, the host market environment, the global business environment, and the target customer abroad. The model shows how these different influences may act on a manager to shape the ethical character of decisions affecting overseas consumers. Lays a conceptual basis for the argument presented in part two, supporting the need for moral champions. Recognizes and refutes counter‐arguments, assesses managerial implications and, in conclusion, outlines an agenda for future research.