US marketers know the US standard of ethics. However, that standard can lead to ethical conflict when Americans encounter the emerging market giant, China. As smaller US companies enter China, the potential for ethical conflict increases. Reducing that potential requires knowledge. Knowing the...

This chapter presents the results of two empirical studies aimed at assessing the nature of two hallmarks of marketing development: market orientation and the ability to deliver service quality. Both studies used Chinese managers as subjects. The first investigated the nature and scope of...