As more business and marketing is done on a global level, an increasing number of marketers will need to deal with ethical issues in cross-cultural environments. "When companies operate abroad in the absence of home-country legal constraints, they face a continuum of choices concerning company ethics" (Keegan & Green, 2005, pg. 175). Marketing ethics are the principles and standards that help to guide appropriate conduct within an organization. While adjustments must often be made to accommodate local practices, it is also important to maintain company ethics. The purpose of this paper is to identify three of the most pertinent ethical issues that WhartonKazoku, Inc. may face in marketing to Bulgaria.
WhartonKazoku, Inc. is considered an industry leader in the import and export industry. With facilities in California, Georgia, Michigan, and China, WhartonKazoku, Inc. have the ability to fulfill both standard and unique job requirements. WhartonKazoku, Inc. has high regard for its customers, knowing the customer is the reason for its success.
WhartonKazoku, Inc. is currently looking to expand its business in Bulgaria, and would like to develop a strong working relationship within the country to ensure success. In light of this, WhartonKazoku, Inc. will need to understand potential ethical issues they face in a new international environment. The primary issues that WhartonKazoku, Inc. is likely to face are bribery, worker exploitation, and ethical business standards in which what may be considered unethical in the United States is not the same in Bulgaria.
In regards to bribery, WhartonKazoku, Inc. would not consider taking bribes to do business in Bulgaria, but the fact is that some of the bribery issues are occurring with international business transactions. "On 15 January 1999 the National Assembly adopted a Law amending the Criminal Code (published in "State Gazette" No 7 of 26 January 1999) whereby the...