twenty-first century. According to the Pew Research Center’s
(2005) Global Attitudes Project, among all countries polled,
India had the most favorable impression of the United States,
thus holding promise for increased trade between these two
countries. Furthermore, in the past few years, many consultant
reports, such as the Kearney FDI Confidence Index (see
http://www.atkearney.com/main.taf?p=1,5,1,168), have consistently
ranked both countries in the top three preferred
countries in which to invest. More than half of the Fortune
500 companies are involved in some form of outsourcing
operation to India, and the rest are busy explaining to their
shareholders why they are not doing so (The Economist
2006). The U.S.-based company General Motors alone
imports $1 billion of automotive components from India,
and Cisco plans to invest $1.1 billion in the next three years.
Similarly, Indian firms, such as Infosys, TCS, and Indian Oil
Corporation, rank among the most prestigious firms in the
world and conduct a fair share of their business in the United
States. More than 65,000 Americans now live in India, and
more than 2 million Indians live in the United States.
According to a special report in The Economist (2006, p. 31),
“Tomorrow belongs to Asia,” and perhaps the United States
needs India as much as (if not more than) India needs the
United States. Given the volume of current and future trade
between these two countries and because of the seeming cultura英语论文网 【http://www.51lunwen.org】l
differences that exist between the East and the West, it
is worthwhile to study the impact of cultural values on the
marketing ethical norms in these two countries.
We begin by investigating the differences between cultural
and marketing ethical practices in the United States and
India. After demonstrating significant differences between
these countries on both these domains, we explore the interrelationships
between them and subsequently provide guidelines
for designing more effective and efficient international
marketing and management strategies. We also provide suggestions
for further research.
As we stated previously, the goal of this research is to gain a
better understanding of the interrelationships between culture
and marketing ethical norms in the context of the United
States and India. We begin by describing the two factors, culture
and marketing ethics, and then we present our
hypotheses.
Culture has long been believed to be the force that influences
people in a society to follow the norms of their collective
identity image. The anthropologist Robert Redfield (1948, p.
vii) defines culture as “shared understandings made mani-
LITERATURE REVIEW
Cultural Values
30 Pallab Paul, Abhijit Roy, and Kausiki Mukhopadhyay
fest in art or artifact.” Subsequent definitions of the term
have been varied and diverse; for example, Kroeber and
Kluckhohn (1952, p. 181) find 164 different descriptions,
which they classify into seven categories; they sugg
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