How many times do we hear that in gloabl marketing our international business partners are unethical?
“Unethical” is a term that should never be used in international business. Ethics are a suit of clothes, and your ethics don’t equal my ethics, which don’t equal Singaporean ethics. The distributor may think the U.S. firm is “unethical” in that it expects to immediately enter a new market and displace longstanding vendors.
U.S. firms fail in Asia often because they haven’t invested enough. Investment is necessary in, for example, research, market strategy, training of key personnel and distribution support. Keep this in mind when thinking about international marketing
