Abstract
The significant effect of marketing-related decisions on a wide range of stakeholders is a main driving force behind the increased interest in ethical marketing. This chapter first discusses key elements and antecedents of ethical marketing decision-making. It then compares the ethical marketing issues and facts in four countries respectively: China, Taiwan, Japan and South Korea. The chapter also includes a case study of a Chinese furniture company scandal – Da Vinci’s failure to label the country of origin of products properly. Future ethical marketing research directions will also be discussed.
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