A Cross-National Investigation of Industrial Salespeople's Ethical Perceptions
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St. Cloud State University Marvin A. Jolson**
Universityof Maryland Masaaki Kotabe***
Universityof Texas-Austin Chae Un Lim****
Universityof Minnesota Abstract. This study examines ethical perceptions of industrial salespeople in the United States, Japan, and South Korea. Marketing ethics, in general, and selling ethics, in particular, have experienced *AlanJ. Dubinskyis Professorof Marketingat St. CloudStateUniversity(St. Cloud, Minnesota).His researchinterestsare in the areas of personalselling and sales Hisresearchhasappeared inJournalof Marketing, Journalof Marketing management. Research,Journal of Applied Psychology,Journal of Retailing,and Journal of BusinessResearch,amongothers. **MarvinA. Jolson is Professorof Marketingat the University of Maryland, College Park.He is the authorof five texts and his researchhas been reportedin almost all of the majormarketingjournals.His articles,texts, teaching,and consulting are focused primarilyin the areasof sales management,personalselling, and retailmanagement;he is a past editorof the Journalof Personal Selling and Sales Management. ***MasaakiKotabeis AssistantProfessorof MarketingandInternational Business at the Universityof Texas at Austin.His researchinterestsincludeglobalsourcing, competitivestrategy,and cross-culturalcomparativeissues. His researchhas appeared in such journalsas Journal of InternationalBusiness Studies, Columbia Journalof WorldBusiness,InternationalMarketingReview,andJournal of Marketing,amongothers. ****ChaeUn Lim is a doctoralcandidatein marketingat the Universityof Minnesota, Minneapolis.His researchinterestsare in the areasof sales force management, internationalmarketing,marketingstrategy,and marketingresearch.His researchhas appearedin PsychologicalReportsand the AmericanPsychological AssociationConferenceProceedings. The authorsgratefully acknowledge financial supportboth from the St. Cloud State University Sponsored Programs and from the University of Missouri-Columbia School of Business Dean's Incentive Grant. The authors are indebted to Hee-Cheol Moon, Instructor of IntermationalTrade, Sogang University, Seoul, Korea, for his valuable assistance in data collection in Korea. The authors also thank three anonymous JIBS reviewers for their constructive comments and suggestions on earlier drafts of the article. Received: August 1990; Revised: December 1990 & January, March 1991; Accepted: March 1991.
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JOURNAL OF INTERNATIONALBUSINESS STUDIES, FOURTH QUARTER 1991
increasing research attention. Many of the empirical studies have focused on ethical situations confronting marketing and sales practitioners. Despite the abundance of research in the general topic of marketing ethics, as well as the globalizationof competitionin recentyears, a topic that has been virtuallyignored is whether ethical perceptions of sales personnel are consistent across countries. This paper repo
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