Abstract
This study examines ethical perceptions of industrial salespeople in the United States, Japan, and South Korea. Marketing ethics, in general, and selling ethics, in particular, have experienced increasing research attention. Many of the empirical studies have focused on ethical situations confronting marketing and sales practitioners. Despite the abundance of research in the general topic of marketing ethics, as well as the globalization of competition in recent years, a topic that has been virtually ignored is whether ethical perceptions of sales personnel are consistent across countries. This paper reports a cross-national comparison of business ethics of industrial salespeople across the three countries. The findings indicate that nationality influences salespeople's beliefs about the ethics of selling practices and the need for company policies to guide those practices.
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*Alan J. Dubinsky is Professor of Marketing at St. Cloud State University (St. Cloud, Minnesota). His research interests are in the areas of personal selling and sales management. His research has appeared in Journal of Marketing, Journal of Marketing Research, Journal of Applied Psychology, Journal of Retailing, and Journal of Business Research, among others.
**Marvin A. Jolson is Professor of Marketing at the University of Maryland, College Park. He is the author of five texts and his research has been reported in almost all of the major marketing journals. His articles, texts, teaching, and consulting are focused primarily in the areas of sales management, personal selling, and retail management; he is a past editor of the Journal of Personal Selling and Sales Management.
***Masaaki Kotabe is Assistant Professor of Marketing and International Business at the University of Texas at Austin. His research interests include global sourcing, competitive strategy, and cross-cultural comparative issues. His research has appeared in such journals as Journal of International Business Studies, Columbia Journal of World Business, International Marketing Review, and Journal of Marketing, among others.
****Chae Un Lim is a doctoral candidate in marketing at the University of Minnesota, Minneapolis. His research interests are in the areas of sales force management, international marketing, marketing strategy, and marketing research. His research has appeared in Psychological Reports and the American Psychological Association Conference Proceedings.
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Dubinsky, A., Jolson, M., Kotabe, M. et al. A Cross-National Investigation of Industrial Salespeople's Ethical Perceptions. J Int Bus Stud 22, 651–670 (1991). https://doi.org/10.1057/palgrave.jibs.8490318
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DOI: https://doi.org/10.1057/palgrave.jibs.8490318