Due to the globalization of markets and businesses, an everincreasing number of marketers have to deal with ethical issues in cross-cultural settings. This article extends the macromarketing ethics literature by describing the need and search for normative ethics in global markets, reviewing conventional frameworks for ethical analysis and decision making in international settings, and introducing a communicative approach for purposes of framing ethical decisions without the assumption of core values as the ultimate reference point of ethical analysis. Using illustrative examples, potential implications and applications of the suggested communicative approach are provided by juxtaposing it to conventional frameworks.
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