Cross-disciplinary issues in international marketing: a systematic literature review on international marketing and ethical issues
本文系统综述了1994至2020年间国际营销与伦理交叉领域的研究，分析了主要理论、研究分布及未来方向，对国际营销从业者和学者有参考价值。
Purpose The purpose of this paper is to discuss the evolution of the cross-disciplinary area of ethics and international marketing and to highlight the current and future scope of research in this area. Design/methodology/approach The authors conducted a systematic literature review (SLR) of research papers from reputed journals which publish articles in this cross-disciplinary subject area. This paper especially investigates the perception, issues, concepts and theories used in ethics and international marketing. Scopus and Web of Science databases were primarily used to select the articles. Findings The paper highlights the importance of cross-disciplinary research in the areas of ethics and international marketing. The study also shows different kinds of research work published in this area between 1994 and 2020. Also, the study shows that the maximum research has been conducted in the USA and the UK. Finally, the paper also highlights the major theories that different authors have used in this interdisciplinary area. Research limitations/implications The paper does not discuss other complex areas of cross-disciplinary international marketing other than ethics and international marketing. The paper omits the literature from books, stand-alone nonindexed journals, etc. Also, the paper has only used the Web of Science and Scopus databases. Practical implications The study argues the importance of ethics in international marketing. The study also provides inputs to the international marketers so that they can successfully address the complex challenges in the cross-disciplinary area of ethics and international marketing. The study also helps marketers to rethink their approaches on international marketing ethics. Originality/value This may be one of the few studies in the cross-disciplinary area of ethics and international marketing. This paper can open avenues and influence other researchers to study the cross-disciplinary areas of marketing.