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摘要: Marketing is often defined as exchange process between distinct parties based on trust. A central prerequisite for trust, in turn, is the compatibility of values held by the exchange partners. To the extent that buyer and seller are not in agreement with respect to their values, conflicts may result. This is particularly likely when partners from different cultures interact and when ethical values are concerned. Due to the ongoing internationalization of economic transactions marketing actors increasingly are faced with exchange partners from distinct cultures, at the same time the relevance of ethical aspects in marketing is further growing. An understanding of ethical decision-making and cultural influences thereon may help to reduce the potential for ethical conflicts in cross-cultural marketing situations. To provide such an understanding, answers to the following questions are required:(I) What is culture in the marketing …