... the prism of ethical relativism. By focusing on the ethical values of immigrant entrepreneurs in a business relationship context, the study aims to extend the currently limited understanding of these issues in the B2B marketing field. Design/methodology/approach A qualitative approach is applied...

... ethics Relativism Collectivism Idealism Individualism Ethical typologies International ethics This research assesses the relative impact of significant cultural factors on the business ethical decision-making process in a Western and individualistic cultural context (the USA) in comparison...