Analyse a marketing decision where a firm operating across borders faced an ethical problem that a single-market firm would not have faced.
The interesting cases are where local practice, local law and the firm’s stated global values do not agree. Consider marketing to different standards in different countries, labour or sourcing in the supply chain, environmental claims that hold in one market and not another, data practices under differing regimes, or advertising norms that travel badly.
Address: • What made this specifically a global problem rather than a general ethical one? • Which cultural, economic or regulatory differences created the conflict? • How did the firm resolve it, and what did that cost them in each market? • Where does ‘adapt to local norms’ stop being respect and start being convenience?
Take a defended position on what the firm should have done.
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