Etyczne dylematy działań marketingowych w Chińskim otoczeniu rynkowym
Ethical dilemmas related to marketing activities in Chinese business environment

Summary/Abstract: It is commonly claimed that a generally accepted code of business ethics is essential to further globalization of markets. However, the example of China, despite the profound structural changes and adjusted reforms for WTO, points to the diverse approaches to this issue. The still dominant Confucian philosophy, comprehension of the surrounding world reality based on Taoist values and the ubiquitous use of the Sun Tzu strategies often stay in contrast to the ethical rules of Judo-Christian civilization. The purpose of this paper is to increase understanding of different perceptions of deep-rooted culture and social categories in the Chinese market environment, its ethical implications and the impact on the development of marketing relationships with foreign partners. The source of information is extensive literature review, interviews with Polish managers operating in this market and many years of direct observations from the author.

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