The current paper is devoted to the analysis of ethical situations may arise when entering a new international market. In essence, the paper is concerned with conducting a conclusive analysis and illustration of major cross-cultural issues that may impact Company A’s marketing approach in China. It also highlights how cross-cultural communication affects marketing strategies of Company A in China. The paper also undertakes to give a thorough evaluation of the impact of cross-cultural ethical differences in marketing strategies between the United States and China as Company A enters the Chinese market.
China would be appropriate market for