Content area
Abstract
The conceptual propositions of the revised general theory of marketing ethics by Hunt and Vitell (1986, 1992) are integrated with a typology of cultural dimensions proposed by Hofstede regarding the differences between countries based on certain cultural dimensions. According to Hofstede, societies differ along 4 major cultural dimensions: 1. power distance, 2. individualism/collectivism, 3. masculinity, and 4. uncertainty avoidance. All 4 of these cultural dimensions relate to ethics in the sense that they may influence the individual's perception of ethical situations, norms for behavior, and ethical judgements, among other factors. These propositions, if tested, could help individual firms that are operating in multinational markets to identify some of the inherent differences in the behavior of their employees across different cultures. It might also help in identifying those management actions that will most likely result in ethical behavior on the part of employees, management actions that may differ from culture to culture.