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A Cross-Cultural Application of a Theoretical Model of Business Ethics: Bridging the Gap between Theory and Data

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Abstract

Hunt and Vitell's General Theory (1992) is used in a cross-cultural comparison of U.S. and Taiwanese business practitioners. Results indicate that Taiwanese practitioners exhibit lower perceptions of an ethical issue in a scenario based on bribery, as well as milder deontological evaluations and ethical judgments relative to their U.S. counterparts. In addition, Taiwan respondents showed higher likelihood of making the payment. Several of the paths between variables in the theory are confirmed in both U.S. and Taiwan samples, with summary data suggesting the Hunt and Vitell theory performs well in both U.S. and Taiwan. Some unanticipated linkages within the model were uncovered in the samples. Results and implications are discussed.

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Authors and Affiliations

  1. Department of Marketing, Harrison College of Business, MS 5875, Southeast Missouri State University, U.S.A.

    John Cherry

  2. School of Business & Economics, Indiana University South Bend, 1700 Mishawaka Ave., South Bend, IN, 46615, U.S.A

    Monle Lee

  3. Department of International Trade, Feng Chia University, 100 Wenhwa Road, Seatwen 407, Taichung, Taiwan

    Charles S. Chien

Authors
  1. John Cherry
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  2. Monle Lee
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  3. Charles S. Chien
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Cherry, J., Lee, M. & Chien, C.S. A Cross-Cultural Application of a Theoretical Model of Business Ethics: Bridging the Gap between Theory and Data. Journal of Business Ethics 44, 359–376 (2003). https://doi.org/10.1023/A:1023615520293

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