Ethics is a division of beliefs that studies morals and values, and the attention is given to ethics and ethical codes all over the world with global and local significance. Because of the globalization of markets and manufacturing, ever rising number of international marketing personnel has to address the ethical issues in cross-cultural background. Given that more and more companies move into international marketing, ethical issues are predisposed to enhance, where in fact worldwide marketers are generally criticized for ethical delinquency (Wilmot, 2001). BMW Group is dedicated to the uppermost principles of ethical behavior, honesty and conduct. The company promises that it is urgent that its conduct not give rise to even a look of misconduct or indecency. Every of its shareholders, customers and the community in which it operates necessitates look upon its personal demeanour as ideal. To make sure it meets up that belief, the company has established a secret and classified system to offer customers the aptitude to voice concerns and suggestions or to report misbehaviour. EthicsPoint is a self-determining, countrywide recognized company selected to present this service. BMW and MINI Dealerships are located on the same site the showrooms are kept separate, the aesthetics of the showrooms and forecourts are very different and staff is trained differently to mirror the brand and the message which it is aiming to communicate. But the issue is as how successful is BMW in its ethical conduct across countries when it comes to its brand MINI.
In a cross-cultural setting, marketers are exposed to diverse values and ethical standards, where the issue of concern is as which ethical point have to marketers take whilst operating in a overseas culture. The ethical question of what is right or correct poses a lot of dilemmas for domestic marketers. Even in a country, ethical standards are often not defined or all the time apparent. The hitch of business ethics is considerably more composite in global marketplace, for the reason that value judgments diverge extensively amongst culturally diverse groups. That which is usually acknowledged as right on one country may well be entirely intolerable in another. At that time ethical will grow to be legal. If marketers desire to carry out business truthful and fair-haired in global marketing region, they may well come across numerous common ethical rules and regulations to comply with. Cultural differences must not result in violations of common ethics (Nill, 2003). For MINI brand, on a local level accepted MINI dealerships presents an opportunity to prop up own regional promising, and in regional campaigns stakeholders and customers are offered an ordinary association to the national campaign while putting up enthusiasm and interest in the dealerships local community.