Running head: COURSEWORK 1
Student Name
Liberty University
As the marketing manager of the company mentioned, ethical issues I would address
include: company outsourcing, human rights like labor rights, trust and integrity, working
conditions and standards, observe political waves in the foreign countries, the environmental
conservation ethics which compounds strict guidelines to reduce pollution, bribery and
corruption guidelines, workplace diversity (Goodpaster, 1991), equal opportunities granted in the
foreign territories and finally, observe the cultural ethics which consists of languages people
speak in Europe and Asia, the religious ethics of the new markets, the taste of what people like in
conjunction with what the company offers, gender ethics where balancing gender in workplaces
is done and the demographics age the company seeks to target. All the ethics practiced by the
company should always comply with the laws and regulations, the fiscal and monetary policies,
the environmental laws and the civil rights of the nations the company seek to venture into
(Goodpaster, 1991).
The factors the company needs to consider while expanding its premises to new cross-
cultural territories will include economic factors like the relevant class structure where the
company will locate its business in a country with target social class for example where there I
high percentage of middle class, the other factor is per capita income where the country with
high annual gross per capita income will be more suitable than a country with less cross per
capita income and finally, the supply and demand needs to be looked into where market demand
should merge with the company’s product supply (Malhotra & Peterson, 1996). The other
category includes cultural factors like the language the people in the new markets, the taste of
products and services people like as well the consumer habits pertaining frequent need of the
company products and services. The third category is the political factor which entails safety
regulation, the country’s laws, the licensing and permits, taxes and tariffs policies, currency
risks, political stability, political restrictions. The fourth category will entail the environmental
factors on whether the product or service fits well with the external environment, regional
partnerships and finally the product adaptation in the new markets (Malhotra & Peterson, 1996).
Goodpaster, K. E. (1991). Business ethics and stakeholder analysis. Business ethics quarterly,
Malhotra, N. K., Agarwal, J., & Peterson, M. (1996). Methodological issues in cross-cultural
marketing research: A state-of-the-art review. International marketing review, 13(5), 7-

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