Ethical Marketing for Internationalization: A Study Based on An Entrepreneurial Organization

This paper explores the adoption of ethical marketing practice in internationalizing a local entrepreneurial organization. Ethical marketing is practiced by the selected organization, operating in the traditional handicraft industry from its inception in the international market. The paper is based on theoretical triangulation where the trait theory and new institutional sociology perspective are considered in explaining the reasons for internationalization through ethical marketing. By using the qualitative methodology a case study design is adopted and primary data was gathered using in-depth semi-structured interviews. The findings suggest that both the entrepreneurial traits and institutional reasons led this organization to enter into the international market utilizing ethical marketing practices. This has reflected the theoretical merits of the study by depicting how the convergence of trait theory and new institutional perspective provides a better understanding of entrepreneurial internationalization. Ethical marketing has been adopted as a sustainable unique business approach by creating value for rural suppliers of the organization. Ethical marketing has also contributed to the organization to develop sustainable networking with multiple stakeholders. Moreover, the organization captured new customers using advocacy through ethical marketing. Therefore, these findings raise interesting themes regarding entrepreneurial internationalization through ethical marketing for future scholarly work.