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Keywords: China
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1999) 16 (3): 240–256.
Published: 01 June 1999
...Dennis A. Pitta; Hung‐Gay Fung; Steven Isberg US marketers know the US standard of ethics. However, that standard can lead to ethical conflict when Americans encounter the emerging market giant, China. As smaller US companies enter China, the potential for ethical conflict increases. Reducing...
