Abstract

Interesting contrasts and parallels on ethical issues emerge from a recent series of in‐depth interviews given by managers in nine companies operating in Europe. The author is Professor of Marketing at the University of Notre Dame, Indiana 46556, USA, on leave during 1993‐94 as Visiting Professor in the Department of Management and Marketing, University College Cork, Ireland. He wishes to acknowledge the financial assistance of the College of Business Administration at the University of Notre Dame in supporting this research