International marketers need to consider general standards of behavior and ethics. What complicates the effort, though, is different global attitudes or perceptions related to issues that some might think are obvious, including global warming, environmental protection, and moral behavior.

For example, cutting down the Brazilian rain forests might be acceptable to that country’s government, but scientists and environmentalists elsewhere advise against it. Similar, it might be legal for U.S. cigarette manufacturers to export their tobacco products, but some view that as exporting death to other countries. And while it is acceptable in China to use prison labor to produce products, U.S. law prohibits importing the resulting products.

In addition, companies are not only subject to governmental rules, but they must face the values of the public at large, too. Activists concerned about issues such as child labor, low wages, or sweat shops, campaign to educate consumers, who voice their opinions at the retail level by boycotting brands made in ways that violate their personal ethics. Companies might then suffer from public scorn, or worse.

All of these issues – from the political and legal climate in host countries to the ethical standards of target customers – need to be taken into account when doing business in other nations. To avoid the problems that can result from confusion, misunderstandings, or ignorance, research the markets, anticipate changes, and develop coping strategies.

What examples can you think of in terms of balancing cultural concerns?

book, culture, global, international marketing