Comparing Thai and US businesspeople: Perceived intensity of unethical marketing practices, corporate ethical values, and perceived importance of ethics

The purpose of this study is to examine differences in the ethical decision‐making processes of Thai and American businesspeople, considering perceived moral intensity, corporate ethical values (CEV), and perceived importance of ethics.

Survey respondents were professional marketers in Thailand (n=605) and US (n=453). Results were analyzed using MANOVA and ANOVA. Scales have been used previously in the literature, so we report reliability.

American managers were more likely to perceive the unethical marketing behaviors to be more serious. American organizations were found to have higher CEV than Thai organizations. The results revealed no differences between the two groups of businesspeople, however, on their perceptions about the importance of ethics.

Limitations inherent in this research include the initial development of the development of the measurements in the US and some notable demographic differences between the samples.

As investment becomes more globalized, it is imperative that mangers understand that differing ethical perceptions can be a critical factor in working together successfully, and are occasionally an absolute limitations to establishing operations in a particular country.

The study should be especially useful to people who manage businesses in these two countries, but many of the implications will be valuable to anyone in international business situations, in dealing with differences in ethical perception.