The effect of moral philosophy and ethnocentrism on quality-of-life orientation in international marketing: A cross-cultural comparison

Dongjin Lee, M. Joseph Sirgy

Research output: Contribution to journalArticle

44 Citations (Scopus)

Abstract

This paper examines the effects of moral philosophy and ethnocentrism on quality of life orientation in international marketing. It also provides a cross-cultural comparison of ethical values between Koreans and Americans. International quality-of-life (IQOL) orientation refers to marketers' disposition to make decisions to enhance the well-being of consumers in foreign markets while preserving the well-being of other stakeholders. It is hypothesized that marketers' moral philosophy and ethnocentrism influence the development of marketers' IQOL. Specifically, the higher the IQOL orientation of international managers, the higher their moral idealism, the higher their moral relativism, and the lower their ethnocentrism. Also, it is hypothesized that American managers are likely to score higher on moral relativism but lower on moral idealism compared to their Korean counterparts. Also, Korean managers are expected to be more ethnocentric than American managers. Data were collected from business professionals who enrolled in professional MBA courses both from the U.S. and Korea. The results provided support for the hypothesized relationships. Managerial implications of these relationships are discussed.

Original languageEnglish
Pages (from-to)73-89
Number of pages17
JournalJournal of Business Ethics
Volume18
Issue number1
DOIs
Publication statusPublished - 1999 Jan 1

Fingerprint

ethnocentrism
intercultural comparison
quality of life
marketing
moral philosophy
manager
idealism
relativism
well-being
disposition
Korea
stakeholder
Quality of life
International marketing
Moral philosophy
Cross-cultural comparison
Ethnocentrism
Managers
Quality of Life
Marketing

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Business, Management and Accounting(all)
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Law

Cite this

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The effect of moral philosophy and ethnocentrism on quality-of-life orientation in international marketing : A cross-cultural comparison. / Lee, Dongjin; Sirgy, M. Joseph.

In: Journal of Business Ethics, Vol. 18, No. 1, 01.01.1999, p. 73-89.

Research output: Contribution to journalArticle

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