Ten Commandments Of The Honorable Merchant

In September of 2010 Berlin Museum of Economics and Business administration: scholars rummaged up a yellowed cardboard with the inscription “The Honorable Merchant” in a dusty chamber named “Department of Stored Concepts.” Inside, they detected 10 tablets, each inscribed with a single sentence in ancient handwriting.

  • One goes: “The honorable merchant respects the interests of the owners.”
  • Another one: “The honorable merchant supports the common welfare in the society.”
  • This one’s also nice: “The honorable merchant aims his actions to virtues that create long-term confidence.”

Certainly, anybody today will define current incidents on each of these old-fashioned Words-Of-Wisdom: Hostile takeoversHouse banking scandalHealth care fraud … you can find seemingly endless lists of considerable companies that are convicted of felony offenses, and they’re still in business – or to say it in better words: still busy in corporate crime. In today’s markets economy the antiquated doctrines above seem to be not very useful. The moldy cardboard is probably at the right place, slowly rotting in the department of stored concepts.

Are practices that are morally reprehensible the contemporary vision of our global management caste?

The term “The Honorable Merchant” originates from the 12th century, shaped in the German Hanseatic League and Italy. It was a guiding principle in those ages, but buried in oblivion for the last centuries. Currently it is on everyone’s lips, i.e. the Humboldt University in Berlin (the guys who found the cardboard) now seriously wants to reintroduce the “Virtues Of The Honorable Merchant” in today’s faculties for Management and Business economics — as they declare, not for moral reasons, but because of the stability of society!

My two cents: As an entrepreneur, one should always be conscious about the virtues of decent trade and correct action, anyway. Who is cheating has no customers. But I’m just a bod, the man on the street.

Author: Mathias Roth
Published: September 29, 2010 at 5:32 pm

The Honorable Merchant in International Marketing Session 2

——Thursday, April 17——
All sessions will be held in the Salón Cielo

14:30 – 16:00

Session 2: The Honorable Merchant and Industrial Leadership Moderator: Frank Franzak (Virginia Commonwealth University)
A Study of Customer Life Time Value and its Impact on Customer Retention
Kavita Sharma (Delhi University) and Arshi Zareen (Delhi University)

An Analysis of Trust Based Customer Relationships
Kavita Sharma (Delhi University) and Swati Gupta (Delhi University)

Effect of Socially responsible behaviour of a firm on brand trust and brand loyalty
Auhud Gronfula (Brunel University), Suraksha Gupta (Brunel University) and Vishanth Weerakody (Brunel University)

Influence of gender on business negotiations in emerging countries
Suraksha Gupta (Brunel University), Shyama Ramani (Brunel University), Nick Lee (Brunel University) and John Rudd (Brunel University)
16:00 – 16:15 Break

16:15 – 17:15 Workshop II – Social Media Concerns: Balancing Competing Demands
Leader: Camille Schuster (California State University)

17:15 – 17:45 Delphi Round 2
Michael Czinkota (Georgetown University)
Thomas Cooke (Georgetown University)

Kim Boeckmann (Georgetown University)
Dinner (at leisure throughout the resort)


The Honorable Merchant in International Marketing Session 1

——Wednesday, April 16——
17:00 – 18:00 AMA Global Marketing SIG Board of Directors Business Meeting
Dinner (at leisure throughout the resort)
19:30 – 20:30 Welcome Reception – Playa Caribe
——Thursday, April 17——

All sessions will be held in the Salón Cielo
9:00 – 9:20 Opening Address: Why is the Honorable Merchant Important today?
Michael Czinkota (Georgetown University)
9:20 – 9:40 Exercise: Establishing Benchmarks for the Honorable Merchant
Thomas Cooke (Georgetown University)
Kim Boeckmann (Georgetown University)
9:40 – 10:00 Break
10:00 – 11:30 Session 1: Is honesty always the best policy? Moderator: David Griffith (Lehigh University)
Corporate social responsibility and performance: What type of relations with customers and suppliers should firms have?
Diane-Gabrielle Tremblay (University of Québec)
Cultural Orientation, Personal/Social Motivation, and the Use of Social Media in Consumer Complaint Behaviors: An Empirical Study in the US and China
Raymond R. Liu (University of Massachusetts, Boston), Guang-Xin Xie (University of Massachusetts, Boston), Jessie M. Quintero Johnson (University of Massachusetts, Boston)
The Role of Cultural Distance in Business Relations: A Transaction Cost Analysis Perspective
Aniruddha Pangarkar (The University of Texas at El Paso), Fernando R. Jiménez Arévalo (The University of Texas at El Paso)
11:30 – 12:30 Workshop I – International Marketing: Health First, followed by the Cure
Leader: Rüdiger Kaufmann (University of Nicosia)
12:30-14:00 Lunch (at leisure throughout the resort)
14:00 – 14:30 Keynote Speech: “”The Honorable Merchant or the Devil Incarnate: How Should Marketers Interact with Temptable Consumers?” Aaron Ahuvia, Marketing Professor (University of Michigan-Dearborn College of Business)

2014 AMA SIG Conference Cancun – Draft Program

The Draft Program of the 2014 AMA SIG Conference on the Honorable Merchant in International Marketing held in Cancun, Mexico from April 16-19, 2014 has been released! This annual meeting reflects the most important thinking in international marketing, attracting researchers, business executives and policy makers. Our workshops, panels and delphi studies have often lead to the development of substantial new insights on International Marketing.
The success of our meetings has always been the result of high quality participation. We will therefore greatly appreciate your attendance at the conference. Attached please find the draft program. All conference information can be found at the conference website including event registration, hotel reservation instructions and the updated program. http://michaelczinkota.com/ama-global-marketing-sig/ama2014conference/
We hope to see you there!
Michael R. Czinkota
Georgetown University

Professor Czinkota and Amb. Cuisia

In preparation for our Georgetown University and the American Marketing Association, with the Support of the International Trade Administration of the U.S. Department of Commerce March 14-15, 2013 Conference, I met with the Ambassador of the Republic of the Philippines to the United States- Amb. Jose Cuisia.

For more information, visit our CONFERENCE WEBSITE

From your left to right: Ireene Leoncio, Georgetown Alumna, Amb. Jose Cuisia, Prof. Michael Czinkota and Mr. Angelito Nayan, Second Secretary and Consul

This photo was taken last February 12, 2013 at the Embassy of the Philippines in Washington, D.C.