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Globalisation - Ethical Issues (Exporting consumerism and increasing…
Globalisation - Ethical Issues
Ethical Issues for marketing in a global context
(Crane and Matten (2016)
The exporting of consumerism and increase in cultural homogenisation
Targeting of marketing at lower-income consumers in developing countries
Differing standards of consumer protection
Geographical segregation of business operations
Differing standards of consumer protection
Questionable marketing practices, i.e. Pharmaceuticals
Developing countries less protected
Differences in the legal regulations to market offerings.
Less regulations, i.e. USA Pharmaceuticals, they can market medicines directly to consumers through mass advertising.
Targeting lower-income consumers in developing countries
Developing countries, seen as an offering, sources of new and rapid growth.
2 Key concerns
: 1, Marketing products beyond the reach of low-income consumers, causes dissatisfaction 2. Low-income consumers might be exploited
Exporting consumerism and increasing cultural homogenisation
Exporting goods and services to other parts of the world
Fuel economic growth
Spread of consumerism
Impact of consumerism on well-being (Causing depression / anxiety & addictions)
Cultural homogenisation at the expense of local cultures. Similarity of shops and products on offer around the world, dominance of global brands.
Increase in waste, E-waste (Step, solving the e-waste problem)
Geographical segregation of business operations
Complicated supply chain
Lack of control / dangerous working conditions
Demand for a product in a developing country, satisfied by a business that sources materials from more developing countries.