RT Article
T1 The Effect of Moral Philosophy and Ethnocentrism on Quality-of-Life Orientation in International Marketing: A Cross-Culturaal Comparison
JF Journal of business ethics
VO 18
IS 1
SP 73
OP 89
A1 Lee, Dong-Jin
A1 Sirgy, M. Joseph
LA English
PB Springer Science + Business Media B. V
YR 1999
UL https://www.ixtheo.de/Record/1785670271
AB This paper examines the effects of moral philosophy and ethnocentrism on quality of life orientation in international marketing. It also provides a cross-cultural comparison of ethical values between Koreans and Americans. International quality-of-life (IQOL) orientation refers to marketers' disposition to make decisions to enhance the well-being of consumers in foreign markets while preserving the well-being of other stakeholders. It is hypothesized that marketers' moral philosophy and ethnocentrism influence the development of marketers' IQOL. Specifically, the higher the IQOL orientation of international managers, the higher their moral idealism, the higher their moral relativism, and the lower their ethnocentrism. Also, it is hypothesized that American managers are likely to score higher on moral relativism but lower on moral idealism compared to their Korean counterparts. Also, Korean managers are expected to be more ethnocentric than American managers. Data were collected from business professionals who enrolled in professional MBA courses both from the U.S. and Korea. The results provided support for the hypothesized relationships. Managerial implications of these relationships are discussed.
K1 Moral Philosophy
K1 Foreign Market
K1 International Market
K1 Marketing
K1 Economic Growth
DO 10.1023/A:1006081809105