Reciprocity at any cost?
This case on business culture in Malaysia presents an opportunity for post-graduate and final year undergraduate students the exposure on relationship-marketing, cultural value dimensions, reciprocity as well as ethical issues. The case was about a breach of verbal trust given to a client who result...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia Press
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/16446/1/Reciprocity%20at%20any%20cost.pdf |
| Summary: | This case on business culture in Malaysia presents an opportunity for post-graduate and final year undergraduate students the exposure on relationship-marketing, cultural value dimensions, reciprocity as well as ethical issues. The case was about a breach of verbal trust given to a client who resulted in the focal company facing the risk of losing significant amount of time and financial losses. This case has a moderate level of difficulty and may be used to teach marketing, crosscultural management and business ethics. |
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