The seventh session of the Faculty Working Paper Series was held on April 06, 2021 at the Faculty Board Room. The presentation was made by Ms. E.M.T.D. Ekanayake from the Department of Marketing Management on the title, “Ethical Marketing for Internationalization: A Study based on an Entrepreneurial Organization". The paper was moderated by Dr. S. Maheswaran from the Department of Operations Management. The event was graced by the Dean of the Faculty, Heads of the Departments and the academic staff members. The brief abstract of the paper is given as follows.
This study explores the adoption of ethical marketing in internationalizing a local entrepreneurial organization which 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. A case study design under qualitative methodology is adopted and primary data was gathered using in-depth semi structured interviews. The findings suggest that entrepreneurial traits and institutional reasons led this organization to enter in to the international market through ethical marketing. Further ethical marketing has been adopted as a sustainable unique business approach by creating value for rural suppliers of the organization.
